Amina Muaddi to put down roots in London
Paris-based footwear and accessories designer Amina Muaddi, who established her eponymous luxury brand in 2018, is set to inaugurate her first permanent physical retail location in the form of a shop-in-shop inside London department store Harrods.
The shopfront will sit inside the retailer’s dedicated ‘Shoe Heaven’ area. Its construction signals a move towards laying a foundation for additional fixed destinations further down the line, as the self-funded designer now looks to put down concrete roots, intended to position her cult-like label for longevity.
She thus told The Business of Fashion that her company, said to bring in around $60 million annually, has been preparing to settle into a more long-term location for the past 12 months, including relaunching its official website to make it more shoppable. Previously, customers were directed to visit retail partners’ own channels.
Other growth-minded steps have included building up the brand’s supply relationships and onboarding new hires. The goal is to “transform a successful start-up into a successful business,” Ms Muaddi told the outlet.
Amina Muaddi initially rose to prominence for her fluted silhouettes, today a brand signature.
The label’s Lupita crystal ‘slipper’ design in black, with a 100% goat suede upper. Credit: Amina Muaddi.
