The US fashion label Amiri has opened its first international monobrand store in the Chinese metropolis of Shanghai.
The label now offers its ready-to-wear collections for women and men as well as leather goods, accessories and shoes in the JC Plaza shopping center on an area of 580 square meters, which extends over two floors. An exclusive Shanghai capsule collection will also be sold. The opening of the flagship marks the start of the brand’s “ambitious global retail roll-out,” the clothing retailer said in a statement.
The company justified the choice of location by saying that Amiri had built up an “enthusiastic customer community” in Shanghai since the label was founded. The new flagship should now also serve as a “blank canvas” for the local creative scene and set the stage for partnerships with local artists. At the same time, the apparel retailer announced that it would expand its presence in China by expanding into local digital distribution channels such as Weibo, WeChat and RED. The brand is also available on the platform of local e-commerce giant Tmall.
The Amiri flagship in Shanghai is part of it of a major retail project by the Italian fashion group OTB, who has had a stake in the brand since 2019. The Diesel mother recently opened boutiques for her luxury fashion labels Jil Sander, Maison Margiela and Marni in the JC Plaza.
