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American Apparel Opens Shop at Selfridges

Will highlight the company's latest women's styles

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Vertically integrated clothing manufacturer American Apparel (Los Angeles) has opened a shop-in-shop inside Selfridges’ London department store. The 700 square-foot-store is located on the ground floor and marks the first and only permanent American Apparel store of its kind.

“We jumped at this opportunity for a unique position at such an important department store,” says Jan Willem Hubner, an American Apparel operations manager for Europe. “The experience of shopping in this classic, yet contemporary space is one that reflects well upon our clothes and on the company's reputation as a retailer.”

The shop will sell new women's pieces, as well as the retailer’s top-selling basic styles. The company has curated about 100 Made in USA styles for this one-of-a-kind store.

The Selfridges shop-in-shop is American Apparel’s eighth location in London, following its newest location in Leeds. “We know we've connected with our customers very intimately and we feel that taking advantage of opportunities like this helps us serve them even better,” said Marsha Brady, a creative director for American Apparel.
 

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