Ami Paris has a new showcase in the heart of the French capital. The label founded in 2011 by Alexandre Mattiussi, which the French designer is jointly running with Nicolas Santi-Weil, has opened a 600-square-metre address in the Marais district, as first reported by FashionNetwork.com in October 2023. The new store, located at 96 rue de Turenne, is the label’s largest in the world, and its third directly operated one in Paris.

Ami Paris’s new corner address was previously home to a store by womenswear brand Phème. The store extends over two levels, and showcases all the Ami Paris collections, from men’s and women’s ready-to-wear to accessories. In the French capital, the label is also distributed via leading department stores, and two other Ami boutiques, at 14 rue d’Alger and at 109 boulevard Beaumarchais. 

The interiors have been designed by Mattiussi himself and architect duo Olivier Marty and Karl Fournier of Studio KO. The décor features rich materials such as stone, wood and leather, creating “a warm, luxurious atmosphere” emphasised by the understated, elegant colour palette.

“Inaugurating the new Ami flagship in my beloved Paris marks a special milestone for me: the city is not only Ami’s hometown, but also one of my main sources of inspiration. This opening further strengthens our label’s Parisian identity,” said Mattiussi in a press release. “The steady growth of Ami in the past few years made it necessary to have a larger space to welcome customers and friends from France and abroad,” he added.

The new opening is a significant strategic step for Ami, which has recently downsized its network of multibrand retailers and is now stepping up the pace of its direct retail expansion. In 2021, Ami Paris sold a majority stake to Shanghai-based venture capital firm Sequoia Capital China, and another stake in 2023 to London-based investment fund Felix Capital. The label’s revenue has soared in recent years, rising from €35 million in 2019 to €300 million in 2023. The largest share of Ami’s revenue is generated outside France.

Two years ago, Ami Paris moved from its Marais headquarters into more spacious premises on rue Etienne-Marcel, near place des Victoires. The label operates 76 monobrand stores, and is also distributed via nearly 700 multibrand retailers in 100 countries.