The Amina Muaddi phenomenon. The brand launched by the stylist with the same name should reach 55 million USD in revenue this year. Not too bad, considering that 2022 was the fourth year of activity and that a pandemic took place during the period. The success of the formula? Highly-selected retailers, made in Italy manufacturing that is limited and without restocking. Rihanna is the number one fan, and in fact she entrusted the design of Fenty’s shoes to the stylist.
The Amina Muaddi phenomenon
Amina Muaddi was born in Romania, from a Jordanian father and Romanian mother. She studied at the Istituto Europeo di Design in Milan. Her CV shows experiences with the Oscar Tiye brand, of which she is co-founder with Alexandre Vauthier. After leaving Oscar Tiye in 2017, Amina moved from Milan to Paris to build something new. At the end of 2018, she launched her brand, which right away generated interest. Today the stylist is 36 years old and, with her success (she has a team of 21 collaborators), she isn’t changing strategies: limited production with no restocking and sales only done via highly-selected retailers. Recently, she opened a new showroom in Milan.
Will Cooper, head of shoes, handbags and accessories for women at Saks Fifth Avenue, said to Footwear News: “Amina’s seasonal drops are among the most sought after and the more popular styles are often sold-out through pre-orders. Her community is a large sail behind this demand”. Helen David of Kurt Geiger, manager of the footwear departments at Harrods, Selfridges and other high-end stores, confirm that Amina’s business is growing at a “surprising rate”.
Supply chain issues
The brand Amina Muaddi faces problems with its supply chain too. Finding all the components for shoes, handbags and jewelry has become more difficult for the stylist. Especially with the growing demand. Muaddi produces via Sergio Rossi and at one of the third-party manufacturers of Chanel. “We are small and people don’t see it from outside – she says -. But that’s the point: be taken as seriously as possible, to create the best possible product”. As far as the design goes, Amina stated: “I design most of the collection to be comfortable”. In the coming months, the designer will launch its e-commerce, while mono-brand stores are not being considered now.
In photo (from social) Amina Muaddi visiting a supplier in 2021