American Apparel, the vertically integrated clothing manufacturer based in downtown Los Angeles, announces the opening of two more shop-in-shops inside Selfridges, one of London's most famous and respected department stores. The new locations in Manchester and Birmingham follow the ongoing success of the American Apparel concession at Selfridges, London which opened in 2010.
The new Manchester location is based inside the Selfridges at the Trafford Centre, a centrally-located shopping mall. With a clientele ranging from urban consumers to suburban families, the company's second Manchester-based store is a unique opportunity to reach out to an array of potential new customers. The Birmingham store is the company's first in the city. Located at the Selfridges in Bullring Shopping Centre, it provides a new opportunity for the area's students and professionals to explore the brand's aesthetic up close.
"We're continuing to build American Apparel as an international brand and expanding our partnership with Selfridges is the perfect way to do it. These new stores are an opportunity to reach new customers in the UK and provide a great shopping experience," said Marsha Brady, a creative director for American Apparel.
The new Manchester location, located 20 minutes away from the company's original store on Market Street, is 384 sq ft large and will be staffed with 16 new employees. It will feature over one hundred of the company's womenswear styles, ranging from its line of classic staple basics to more fashionable attire, as well as seasonal winter apparel and outerwear. The Birmingham shop-in-shop, 730 square feet large, will offer both basic and more fashionable womenswear. The location will also offer a selection of men's basics. With 12 members of staff, the store is poised to offer customers a curated selection of over 130 styles.
"We're excited to follow up on the success of our first store-in-store at the London Selfridges. These locations allow us to reach out to a new type of consumer while maintaining the consistency in brand image that our customer base has come to expect," said Brady.