French fashion brand American Vintage is expanding in China. After opening its first mainland store in Shanghai, the brand has established locations in major cities including Beijing, Guangzhou, Shenzhen, and Nanjing. Founded in 2005, American Vintage is still managed by its founder, Michaël Azoulay, who oversees design and operations. The brand began its global expansion during the pandemic and opened its first Asian store in Hong Kong’s IFC Mall in 2012. In China, American Vintage focuses on physical stores and has not yet launched an online e-commerce platform. Despite facing intense competition in the 500 RMB to 1,000 RMB ($68 to $136) price range, the brand attracts young consumers with its distinctive international positioning, minimalist style, and vibrant colors.