Ami Paris has ambitious plans for new address in Paris’s Marais district

Ami Paris is going for a third address in the French capital. FashionNetwork.com has learnt from various industry sources that the ambitious French label founded in 2011 by Alexandre Mattiussi is working on a new project in the hip, central Marais district. Sources said that the new premises will be home to a store as well as offices and a showroom, and are located in the heart of the Marais, at 96 rue de Turenne.

Ami Paris, distinctive for the embroidered heart featured on most of its items, is available in the French capital at all major department stores but, until now, it operated only two monobrand stores in the city: at 14 rue d’Alger and at 109 boulevard Beaumarchais. 

Retail presence boost

The label, which has been jointly led in the last 10 years by Mattiussi with CEO Nicolas Santi-Weil – and which generates most of its revenue outside France – has now decided to boost its retail presence, prioritising the domestic market this year. 

Ami Paris will take over in rue de Turenne from womenswear label Phème (which in autumn has opened a store in rue Charlot). The building’s 350-square-metre ground floor will be dedicated to a store, but Ami Paris will also occupy the upper floors. The new address will therefore be a genuine flagship for the label, and a statement Parisian destination.

It is a corner shop flanked by other retailers, a stone’s throw from the new Fête Impériale store opened in August, and boutiques by Slip Français and lingerie brand Noo. Ami Paris was contacted by FashionNetwork.com, but didn’t wish to comment on the news. 

Ami Paris has recently left its Parisian headquarters in the Marais to move to more spacious premises on rue Etienne-Marcel, near place des Victoires. The label operates 58 monobrand stores worldwide, and is also distributed via 700 multibrand retailers in over 120 countries. 

Ami Paris is positioned in the affordable luxury segment, and is growing strongly. A few months ago, London-based investment fund Felix Capital bought a stake in the label. Last year, Ami Paris generated a revenue of €230 million, and is expecting to top the €300 million mark in 2023.