Samsung C&T Fashion Targets 'Conservative Heart'... AMI Opens 13th Store at The Hyundai Daegu

Shinsegae Gangnam Store Fully Renovated After 3 Years
SS Season Collection and Korea Exclusive Products Available

French designer brand AMI, under Samsung C&T Fashion Division, is strengthening its domestic distribution. This comes as they open a new store in the Daegu area while simultaneously renewing their Shinsegae Gangnam store.

AMI announced on the 27th that it opened a new store on the 2nd floor of The Hyundai Daegu, located in Jung-gu, Daegu, on the 23rd. This is the 13th store in Korea and the second standalone store in the Daegu region. The store covers an area of 108.8㎡ (approximately 33 pyeong).

Exterior view of ARMY The Hyundai Daegu store.
[Photo by Samsung C&T Fashion]

Earlier, on the 15th, AMI renewed and reopened its store located on the 6th floor of Shinsegae Department Store Gangnam. This was the first major renovation since the store opened in February 2021. Along with the renewal, the store size was expanded to 72.22㎡ (approximately 21.8 pyeong).

The two newly opened stores feature an interior concept introduced for the first time in Korea. They utilize AMI’s signature geometric patterned wooden floors and luxurious materials such as natural oak, brass, and white ceramic. Additionally, gold-colored curtains and beige limewash-colored walls were used.

AMI sells the Heart Collection, the 2024 Spring/Summer (SS) season collection, and Korea-exclusive products at the Shinsegae Department Store Gangnam and The Hyundai Daegu stores. Inspired by 1990s minimalism, this year’s spring/summer collection consists of refined yet strongly luxurious items.

Exterior view of ARMY Shinsegae Department Store Gangnam Branch.
[Photo by Samsung C&T Fashion]

In addition to the signature heart logo, items featuring newly introduced logos this season were also released. These include sweatshirts and T-shirts reflecting the logo lettering of the brand’s founder Alexandre Mattiussi and a three-dimensional heart embossed logo. A cropped-length AMI Heart women’s cardigan, available only in Korea, is also introduced.

To celebrate the renewal of the Shinsegae Department Store Gangnam and the opening of The Hyundai Daegu store, AMI prepared promotions. Customers who purchase over 500,000 KRW at these stores will receive an AMI heart sticker, those who spend over 1,000,000 KRW will get an AMI keyring, and customers who spend over 2,000,000 KRW will be given an AMI wallet on a first-come, first-served basis.

Nam Hoseong, Head of Overseas Products Team 4 at Samsung C&T Fashion Division, said, "Thanks to AMI’s steady popularity, we opened new concept stores in Seoul Gangnam and Daegu to further strengthen domestic distribution. Through the brand’s new spaces and collections, infused with Parisian sensibility, we will continuously provide differentiated experiences."

Exterior view of Ami Shinsegae Department Store Gangnam Branch.
[Photo by Samsung C&T Fashion]

This content was produced with the assistance of AI translation services.