American Apparel Adds New London Store
American Apparel Inc. announced it will be opening its 18th store in Great Britain in one of Europe’s largest malls, Westfield London.
The 2,100-square-foot location, announced on Dec. 27, will sell womenswear and unisex fashion, said Marsha Brady, creative director for Los Angeles–based American Apparel. “The people of London have always demonstrated a deep understanding of our brand,” she said.
American Apparel, which is one of the largest U.S.-based clothing manufacturers, has found increased financial success by opening overseas stores, according to recent financial statements. During its third fiscal quarter, international same-store sales climbed 8 percent while its same-store sales in the United States were up a mere 2 percent. During the same quarter, American Apparel closed 14 U.S. stores, reducing its fleet to 143. Internationally and domestically, it has 249 stores in 20 countries.
With a weaker dollar making their products less expensive, many American companies have been expanding overseas and opening locations in high-profile international addresses.
On Dec. 8, Banana Republic, a division of Gap Inc., announced its first store in France. The brand defines itself as “affordable luxury,” but it opened a 15,952-square-foot flagship on the Champs Elysées, one of Paris’ most sought-after luxury addresses. The company also opened a Moscow flagship this year. In 2010, it debuted a shop in Milan, Italy, as well as a European e-commerce site.
American Apparel’s founder, chairman and chief executive, Dov Charney, opened his first retail store in 2003. The venture quickly added revenue to the multimillion-dollar company, which employs more than 11,000 people in its apparel factories and stores. “Our retail channels, both in store and online, are seeing sales growth, indicating a revitalized connection to our customer,” Charney said.
In 2010, the company had consolidated sales of $533 million.—Andrew Asch
