American Vintage strengthens its London footprint with the launch of a new Shoreditch store.

French fashion brand American Vintage has expanded its UK footprint with a new store in London’s Shoreditch. The opening on Redchurch Street marks the company’s 12th location in the UK and its 11th in the capital, adding to sites in Spitalfields, Chelsea, Covent Garden and Hampstead. The retailer also operates a standalone store in Manchester.

The Shoreditch location has been conceived as a flagship space that blends retail with a broader lifestyle experience. Spread across two floors, it carries the brand’s full autumn/winter collections for men, women and children, including its well‑known T‑shirts, knitwear, joggers and denim ranges.

American Vintage said the store’s layout intentionally departs from traditional merchandising formats. Menswear is distributed throughout the space rather than confined to a single floor, a choice the company says creates a more fluid and intuitive shopping experience for visitors.

Founded in Marseille in 2005 by Michaël Azoulay, American Vintage now operates more than 200 stores worldwide. Alongside its continued UK growth, the label is also pushing into new international markets, with expansion underway in both the United States and China.

What this means for hiring. A 12th UK store means another store team to build, and a two-floor flagship carrying the full men's, women's and children's ranges needs experienced store management. Fashion store managers and assistant managers in London should note a brand that is still adding sites.