Amiri Opens First Latin American Store on Mexico City's Masaryk

Amiri has opened its first store in Latin America: a two-story, 2,863-square-foot flagship on Avenida Presidente Masaryk in Mexico City's Polanco district, the most expensive retail street in the Mexican capital.

The Los Angeles-based designer brand confirmed the opening as part of its global expansion programme, which now spans more than 30 stores worldwide. The Mexico City unit carries ready-to-wear, footwear and accessories for both men and women.

What does the store tell us about the expansion?

Founder and creative director Mike Amiri designed the boutique, following the design language used across the brand's other locations. The fit-out leans on locally sourced materials — a point worth noting for anyone tracking the cost profile of far-flung flagships.

The specifics:

• Exterior facade in Santo Tomás marble, quarried in Mexico, reused inside on display cases and columns.
• Cream-coloured travertine flooring, neutral textured wallpaper and sheer drapes referencing Old Hollywood and midcentury movie-house curtains.
• Sculptural timber seating, leather lounge chairs, artisan-crafted tables and textured carpeting.
• Works by artists Stefano Di Cristofaro, Emiliano Massimini and Alex Slonimsky.

Domestic marble and artisan furnishings trim freight and import exposure on a store of this size. That is a modest but real margin consideration when a label plants a flag 3,000 kilometres from its nearest home-market door.

Where does the money come from?

The expansion rests on verified numbers, not marketing. In the first half of 2026, Amiri posted a 10 percent sales increase, lifting volume to roughly $300 million. Annualised, that puts the privately owned house near the $600 million mark — a pace of growth few independent luxury labels of its size can claim.

The ownership structure matters here. OTB, the Italian fashion group behind Maison Margiela and Jil Sander, holds a minority stake in Amiri. That partnership gives the brand access to established retail infrastructure and operating discipline while leaving founder control intact — a common template for US labels scaling internationally without ceding direction.

Why Masaryk, and why now?

Polanco's Avenida Presidente Masaryk functions as Mexico City's answer to Rodeo Drive: the priciest rents in the city and the address international luxury brands use to signal arrival. For Amiri, which built its business on a US West Coast luxury clientele, Latin America represents a channel extension rather than a home-market saturation play.

A 2,863-square-foot, two-storey footprint — roughly 266 square metres — signals a full-assortment flagship rather than a compact test store. Men's and women's product under one roof means the location can carry the complete range from day one.

What does this change for sourcing and retail watchers?

Three practical takeaways:

• Latin America now hosts its first Amiri point of sale, extending the brand's owned-retail network beyond its core US, European and Asian markets.
• Local material sourcing — Mexican marble, artisan furniture — demonstrates a fit-out model that shortens the supply chain for regional store build-outs.
• The 10 percent half-year growth to about $300 million gives the expansion a financial floor; this is a profitable-looking roll-out, not a distressed land grab.

Amiri has not disclosed further Latin American locations. With 30-plus stores trading and OTB capital behind the map, more doors in the region look less a question of if than of when.