American Classic to develop retail presence worldwide, notably in Asia

Translated by

Nicola Mira

Printed


Dec 14, 2023

American Classic is stepping up the tempo of its internationalisation. The style label based 18 years in the past in Marseilles by Michael Azoulay, a real success story amongst native manufacturers, is planning so as to add to its rising worldwide presence by opening new shops in Europe, Asia and the USA.

In early November, American Classic opened its fifth retailer in Hong Kong, within the Parts shopping center – American Classic

The American-style-inspired label has strengthened its roots on the US market, which it first examined throughout the pandemic by opening a immediately operated retailer in New York in February 2021. American Classic has set its sights on opening about 15 further shops within the nation by 2025, in cities like Malibu, Austin, and Los Angeles.

In Europe, the label opened its first retailer in Madrid in June, and in autumn it set foot in Eire’s capital, Dublin, the place it opened two shops, one for womenswear and one other for menswear, at numbers ​34 and 32 on Exchequer Avenue, a stone’s throw from the town’s medieval citadel and Trinity School.

Robust give attention to Asia

On November 9, American Classic opened its fifth retailer in Hong Kong, contained in the Parts shopping center at 1 Austin Highway West, Tsim Sha Tsui. It first established a presence within the metropolis greater than 12 years in the past, and it’s planning to open one other retailer there quickly.

The label is eager to increase its retail footprint in Asia, and is trying to take action particularly in China, the place it produces 20% of its collections, notably knitwear. “We are going to enter China by way of a three way partnership with an area accomplice, and we’re planning to open some 50 shops within the nation within the subsequent 5 years,” stated Azoulay, the label’s founder and managing director. The technique is to open shops in mega-cities like Beijing, Shenzhen and Guangzhou, and to again them with a web-based presence. 

“It’s the best time for us to ascertain ourselves [in China], as a result of the behaviour of Chinese language customers has modified. After the pandemic, they’re much less attracted by luxurious items, and are more and more on the lookout for comfy life-style objects as a substitute,” stated Azoulay, who launched the label on his personal aged 23.

American Classic at present operates 215 division retailer concessions (90% of them immediately managed, 10% by way of franchisees) and 170 monobrand shops, together with outlet shops. The wholesale channel accounts for 30% of the label’s income, direct bodily retail for 55%, and e-tail for 15%.

Trying to outfit the entire household, American Classic has expanded its youngsters’s vary, catering from 3- to 13-year-olds – American Classic

The label is busy increasing in markets exterior France, and it’s also boosting its presence within the life-style section. In Might, it unveiled a primary residence assortment, that includes tablecloths and napkins with a retro inexperienced test sample. With the Fall/Winter 2023 assortment, American Classic has additionally broadened its childrenswear line, which was launched final yr. It now caters to young children from three years of age, and adolescents as much as 13. 

New warehousing amenities

American Classic, whose headquarters are positioned in Signes, 40 kilometres from Marseilles, has additionally stated it’s rethinking its warehousing amenities, to bolster its worldwide enlargement plans. “We’re investing in tomorrow’s logistics, it’s an actual problem as a result of our entire enterprise must be totally built-in,” stated Azoulay, who’s engaged on these plans together with his employees.

On the playing cards, a second, 9,000-square-metre warehouse, inside which 1,500 sq. metres are set to be robotised and automatic. It’s to be positioned near the prevailing warehouse, which will probably be partly transformed into workplaces, and also will be residence to a corridor for grasp courses and coaching classes.

American Classic has employed extensively this yr, rising the variety of staff in its gross sales, net advertising and marketing and pictures departments. It at present employs 180 folks at headquarters, and over 900 worldwide. 

The label remains to be owned and run as a household firm, led by a trio consisting of Azoulay, his brother and sister. In 2023, it’s anticipating to generate a consolidated income of €150 million, barely larger than final yr, when it recorded a income of €140 million. 

For the 2024 Paris Olympic Video games, American Classic will not be planning to launch a selected capsule assortment, but it surely intends to offer voice to French athletes because it did for the current Rugby World Cup, with French nationwide workforce gamers Julien Marchand, Thomas Ramos and Gabin Villière. 

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