On February 18, Ami Paris opened its largest flagship store to date in the Marais district of Paris, a creative and vibrant neighborhood that is home to renowned fashion brands such as Isabel Marant, Margaret Howell, and Acne. Blending fashion, art, and design, this new store marks a significant milestone in the brand’s growth strategy.
A 600-square-meter Space Reflecting the Brand’s Growth
Located at 96 Rue de Turenne, the new flagship spans an impressive 600 square meters. The store’s interior design was crafted by Studio KO, led by long-time Ami Paris collaborators, Olivier Marty and Karl Fournier.
With a focus on the balance between product and space, the design eliminates excessive ornamentation to let the brand’s aesthetic take center stage. The store features warm materials such as sandstone (Euville stone), wood, and leather, creating a welcoming atmosphere. A grand mirror-finished staircase serves as a focal point, leading to the second floor where private fitting rooms are located. The layout also embraces Ami Paris’ gender-fluid approach, with men’s and women’s collections freely displayed throughout the space.
Expansion into New Categories and Services
This flagship store goes beyond fashion, introducing homeware as a new category. Additionally, carefully curated furniture and art pieces by renowned designers are displayed, including works by Charlotte Perriand and Jean Prouvé.
As part of its commitment to sustainability, Ami Paris has introduced the “Ami For Ever” program. Customers can bring in pre-owned Ami items and exchange them for online vouchers, promoting a circular fashion model.
While Ami Café has been successfully introduced in the Asian market, it has not been incorporated into this new Paris flagship. Instead, the brand has chosen to focus on fashion and enhancing the customer experience in the city.
Ami Paris’ Global Strategy and the Significance of the New Flagship
With the opening of this new store, Ami Paris further strengthens its presence in France while accelerating its global expansion, now operating 76 stores worldwide. As the brand evolves, the share of wholesale has been decreasing, while direct retail and e-commerce continue to grow.
More than just a retail space, this new flagship serves as a reflection of Ami Paris’ vision and embodies the vibrant energy of Paris.
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