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American Apparel adds to its 'shop-in-shops' UK locations

December 18, 2011

American Apparel, a vertically integrated clothing manufacturer based in Los Angeles, has opened two more shop-in-shops inside Selfridges, a London department stores. The new locations in Manchester and Birmingham follow the ongoing success of the American Apparel concession at Selfridgesthat opened in 2010, according to a company press release.

The new 384-square-foot Manchester location is based inside the Selfridges at the Trafford Centre and will sell both women’s and men’s clothing. The 730-square-footBirmingham store in the Selfridges inside the Bullring Shopping Centre is the company's first in the city and will also sell women’s and men’s clothing.

"We're continuing to build American Apparel as an international brand and expanding our partnership with Selfridges is the perfect way to do it. These new stores are an opportunity to reach new customers in the UK and provide a great shopping experience," Marsha Brady, a creative director for American Apparel, said in the press release. "We're excited to follow up on the success of our first store-in-store at the London Selfridges. These locations allow us to reach out to a new type of consumer while maintaining the consistency in brand image that our customer base has come to expect.”

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