Amina Muaddi, the renowned Jordanian-Romanian accessory designer based in Paris, is set to open her first permanent retail destination at the luxury department store Harrods in London. The 1,000-square-foot shop-in-shop will be unveiled on April 20, showcasing the label’s signature martini-heeled slingbacks and other exclusive designs. This move marks a significant milestone for the brand, which has gained immense popularity since its launch in August 2018.
Before establishing her eponymous brand, Muaddi co-founded Oscar Tiye in 2012, a brand known for its Minnie Mouse-inspired heels. Her career began in fashion media, working as an assistant at L’Uomo Vogue and later at American GQ. Amina Muaddi‘s shoes have been worn by celebrities such as Bella and Gigi Hadid, Kim Kardashian, Kylie Jenner, and Rihanna, further solidifying her status in the fashion world.
The opening of the permanent shop at Harrods is part of a larger retail strategy to expand the brand’s presence and reach new markets. With prices ranging from $610 to $1500, Amina Muaddi’s shoes cater to a diverse clientele who appreciate the unique glamour and quality craftsmanship of her designs. The brand’s focus on bold colors, patterns, and embellishments has garnered a loyal following, making it one of the top-selling footwear labels at Harrods.
In addition to the Harrods shop, Amina Muaddi plans to explore opportunities in the Middle East and Asia, as well as launching her first collection of day bags this autumn. The brand’s expansion also includes strengthening relationships with Italian suppliers, increasing production capacity, and growing its headcount. With a dedicated retail director and creative designers for bags and jewelry, Amina Muaddi’s brand is poised for continued growth and success in the coming years.
As the brand continues to evolve, the permanent shop at Harrods will provide customers with a physical touchpoint to engage with Amina Muaddi’s universe. The designer believes that offering an immersive experience is crucial in today’s retail landscape, and the new shop-in-shop at Harrods is just the beginning of her journey into brick-and-mortar stores.
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