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American Apparel opens latest shop-in-a-shop in Britain

February 15, 2012|By Shan Li
  • Dov Charney, chairman and chief executive of American Apparel Inc., in a company store in New York.
Dov Charney, chairman and chief executive of American Apparel Inc., in… (Keith Bedford / Bloomberg )

Los Angeles clothier American Apparel is planning to open its latest store-within-a-store concept at a department store in Britain.

The in-store location in Manchester will be the fifth such collaboration with British department store chain Selfridges (which was founded by Henry Gordon Selfridge, an American businessman), and will take up about 150 square feet within the posh shop.

American Apparel has 19 stores in Britain and in December opened its fourth store within a Selfridges in a shopping center in London.

"Our collaborations with Selfridges have been a great avenue of expansion for American Apparel, and their customers have shown a great affinity for our brand," Marsha Brady, an American Apparel creative director, said in a statement. "We're looking forward to exploring new locations like this across the U.K. and wherever else the opportunities arise."

The retailer's sales and share price have declined in the last few years, but it reported an upswing in sales in the third quarter. In an attempt to streamline, the company has closed underperforming stores, shaved expenses and shaken up its leadership.

Shares of American Apparel fell 3 cents, or 4%, to 70 cents Wednesday.

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