Fashion brand Amour Vert in store expansion, rebranding
An ethically made sustainable fashion brand is shifting its focus to Southern California in its next wave of expansion.
Amour Vert, which has several stores in the San Francisco area, recently opened its first-ever store in SoCal at the 2nd & PCH center in Long Beach, Calif. Additional locations are set for Irvine Spectrum Center, Irvine, Calif.; Westfield UTC, San Diego; and Manhattan Village, Manhattan Beach.
The company, which describes itself as “a compelling juxtaposition of French Chic and California cool,” has also undergone a brand revamp that includes a new, cleaner logo and a store redesign. The updated design combines the brand’s mixture of French sophistication and Californian vibrancy to create a more streamlined look that features simple, curved, feminine lines and a color palette of natural shades and greens inspired by the California landscape.
In other changes, Amour Vert is moving its headquarters from San Francisco to downtown Los Angeles. With LA being an important port of entry and fashion hub, the move will provide enhanced opportunities for the brand to connect with talent, access resources such as showrooms and events, and immerse itself in the vibrant fashion scene of the region, the company said.
Additionally, an extreme emphasis is being put on elevating the omni-channel experience, allowing the AmourVert shopper to experience the brand where she likes.
“Our rebrand marks a central milestone for AmourVert, reinforcing our steadfast commitment to ethical fashion, premium quality, and sustainability,” stated Dominique Mikolajczak, CEO of AmourVert.“ With our expanded presence, new headquarters, and refreshed identity, and design direction we look forward to engaging with and delighting our customers in new ways and continuing to lead the charge in delivering stylish, eco-conscious alternatives to the fashion industry.”
For the rebrand, AmourVert worked in partnership with global design agency, Malherbe Paris, whose work ranged from rethinking the logo and website aesthetic to the design of AmourVert’s new stores.
“Maintaining innovation, quality, style and comfort was the most important thread for us to follow in this partnership with AmourVert,“ said Hubert de Malherbe, CEO and founder of Malherbe. “We have imagined the new rebranding to cohabit with the new store design as well as the brand’s 360-degree online expression - seamless, sharp, modern - both digitally & physically.”
Blending eco-conscious, French sophistication with Californian ease, Amour Vert launched in 2010. Instead of investing in trends that inevitably lead to the landfill, the company said it is dedicated to addressing the environmental impact of everything it designs before going into production. It has a resale marketplace, dubbed ReAmour, where customers can browse, buy and sell high-quality pre-loved styles.
In addition, with every purchase of any AmourVert T-shirt, the brand plants a tree in North America in partnership with American Forests, so far, totaling 373,382 trees since 2013.