American Vintage Expands California Presence with Venice Store Grand Opening and Ambitious US Growth Plans

American Vintage recently celebrated the grand opening of its third California store in Venice, an event that saw French founder and CEO Michaël Azoulay and Los Angeles entrepreneur Albert Dahan gather with friends of the brand and members of Venice's French community. Despite the cloudy skies, the evening was illuminated by disco balls, vibrant music from DJs, and festive bars, creating a lively atmosphere. Originally established as a wholesale brand in 2005, American Vintage marked its retail debut with a New York store in 2021, and now projects opening approximately fifteen stores in the U.S. in the medium term.

Michaël Azoulay shared his deep-rooted connection to Los Angeles, a city where he has had family since the 1980s. His first visit at 17 ignited a vision of the "American dream," a feeling rekindled when he returned as an entrepreneur in 2003. Azoulay credits LA for broadening his perspective and inspiring him with its cool lifestyle, positive spirit, and the inherent belief that "anything is possible."

The decision to open in Venice, following successful launches in Malibu and Newport Beach, was a significant one for American Vintage. Azoulay expressed his admiration for Venice and its iconic Abbot Kinney Boulevard, drawing parallels to the Marais district in Paris due to its appeal to an international clientele and numerous global brands. He values Venice for its distinct lifestyle, where one can easily walk, dine, and enjoy coffee, emphasizing its vibrant and lively character. Benjamin Terrasson, American Vintage's global head of marketing and communication, added that Venice is a neighborhood undergoing significant renewal, attracting many wellness brands like Lululemon, Alo Yoga, and New Balance, a mindset that perfectly aligns with American Vintage's ethos.

The brand is now poised for further expansion across the United States, with upcoming store openings in Palo Alto and Boston. Azoulay acknowledges that conquering the U.S. market presents unique challenges. He explained that initial success in France and Europe was crucial before re-entering the American market three or four years ago through wholesale and online sales. The opening of their first New York store in Soho in 2021 significantly accelerated their growth and popularity. While recognizing the immense potential of the U.S. market and the place for their products, Azoulay highlighted the high operational costs and the logistical hurdles posed by distances for a family business, advocating for a cautious, step-by-step approach.

In contrast to their measured U.S. strategy, American Vintage has experienced rapid growth in the Chinese market over the past eighteen months. Through a successful joint venture with a local partner, the brand is quickly approaching its 30th American Vintage store in China, reflecting a dynamic and fast-moving market.

Regarding U.S. expansion, six to seven new store openings are planned for the coming months, including locations in Washington, Austin, Chicago, and Miami, along with a second store in New York. However, Azoulay's ambitions for the U.S. remain more conservative than for China, with a medium-term goal of around fifteen openings before a full reassessment. He noted that while their U.S. subsidiary company mitigates tax increases, the uncertain climate and potential for sudden political shifts contribute to their cautious approach, rather than specific trade policies, especially since most of their production is European.

Internationally, Benjamin Terrasson confirmed that the French market remains American Vintage's strongest, followed by Germany. China has rapidly ascended to third place in terms of performance. The brand also demonstrates strong performance in the United Kingdom, the Netherlands, and the Benelux region, with the U.S. market showing promising growth.

Looking ahead, American Vintage is embarking on several key developments. They are beginning to open 100% men's stores in France, a significant move for the men's ready-to-wear segment, with locations already established in Paris, Marseille, Lille, Lyon, the Netherlands, and London. Additionally, an exciting sports collection is set to launch in early November, which will be available in the United States. This initiative underscores the brand's intrinsic connection to sporting values, with Michaël Azoulay likening running a business to "running a marathon." The company fosters this culture internally, providing a gym with daily trainers and a paddle tennis court for organized tournaments.

Benjamin Terrasson shed light on the brand's distinctive store design philosophy. While each store possesses a unique character, a common thread is the use of zellige tiles in varying colors, forming part of their brand DNA. In Venice, pastel yellow dominates the design, which draws inspiration from a Mediterranean spirit, evidenced by olive trees gracing each store. The furniture evokes a vintage feel, and the brand also integrates local culture by favoring local materials and embracing digitalization with integrated screens.

Finally, Terrasson addressed the increased visibility of the "American Vintage" branding on certain products. He clarified that the logo itself doesn't appear directly, but the words "American Vintage" are creatively incorporated through graphic patches in their 20th-anniversary capsule collection and on approximately 20% of items across their men's, women's, and children's collections. This strategic shift reflects a desire to evolve, align with current trends, and more effectively promote the brand, ultimately enhancing brand awareness.