AMIRI, the Los Angeles-based luxury fashion house, has partnered with Intelo.ai to deploy AI agents across its global retail network. The technology will support merchandising and retail teams in making in-season inventory decisions. Intelo.ai's agents analyse demand and sell-through data across AMIRI's boutiques to generate recommendations for replenishment and store-to-store balancing. The aim is to ensure clients find the right products in their size when visiting stores. The collaboration represents Intelo.ai's expansion across the United States, Italy, and the broader EMEA region. The AI agents are being introduced in phases, starting with AMIRI's directly operated stores and expanding across markets in coming seasons. Founded in 2014 by Mike Amiri, AMIRI operates boutiques across the US, Europe, the Middle East, and Asia.

From via della Spiga to New Bond Street: Amiri's European sprint. by Redazione SHOPenauer · 30 Jul 2026 On April 27, 2026, Amiri opened at 123-124 New Bond Street, London: 4,461 square feet across two floors, the brand's first store in the United Kingdom. It would be a minor piece of news, if it weren't for the name of the studio that designed it - Giorgia Longoni Studio, Milan - and for the fact that it's the same studio that had designed the brand's other European store, the one on via della Spiga. It seems like a detail only insiders would care about. Instead, it's the key to understanding something that almost nobody talks about: Amiri is an American brand that has planted its head in Italy. The Italian piece of the story. Let's line up the facts, because taken one at a time they seem small, but put together they change the picture. OTB, Renzo Rosso's group, has been a minority shareholder in Amiri since 2019: that's where the industrial link comes from that explains why a brand born in Los Angeles manufactures in Italy. At the start of 2025 the brand opened its European offices in Milan. At the end of 2025, again in Milan, at via della Spiga 18, on the corner of via Sant'Andrea, it opened its first European single-brand store. And when the time came for London, the project was carried out by the same Milanese studio. Italian production, an Italian European headquarters, Italian designers. For Amiri, Milan is not a prestige showcase: it is the operational base from which the rest of Europe unfolds. Hollywood inside the quadrilatero. It's worth returning for a moment to Milan, because the store tells the house's method well. A little over 2,400 square feet - about 225 square meters - arranged over three levels, with the concept signed by founder Mike Amiri and the execution entrusted to two Milanese studios, PconP and Giorgia Longoni Studio. On the street level, the footwear salon, with walls in pale green onyx, velvet seating and sculptural shelving. On the main floor, men's and women's, amid warm wallpaper, vintage fabrics in soft tones and shelves in limestone and travertine. On the lower level, the lounge, in golden Californian tones, with a custom bar in beveled glass and tapestries woven into the wood paneling. The stated idea is that of a sequence of film sets, each with its own personality, referencing the hotels of Golden Age Hollywood and the private homes in the hills. A checkerboard quartz floor from the 1920s, Art Deco lamps, period furniture. And a detail rarely mentioned: the rugs are hand-knotted to measure by Illulian, a historic Milanese house, redesigned in colors and dimensions drawing on the brand's motifs. Where Amiri is, really. SHOPenauer checked the official store locator on July 28, 2026, and it's useful because the brand's geography is less obvious than it appears. In the United States: Rodeo Drive - the first flagship, 2020 - SoHo, Miami Design District, Aventura, Beverly Center, Chicago, Dallas, Las Vegas at the Wynn, King of Prussia, San Diego, Short Hills, South Coast Plaza. Outside: Cape Town and Johannesburg, the Dubai Mall and the Mall of the Emirates, Riyadh, Nanjing, Shanghai, Osaka, Tokyo. In Europe: London, Milan, Saint-Tropez. And then Paris, which deserves a line of its own because it's the entry that everyone misses: Amiri is there, but inside Galeries Lafayette Homme, at 48 Boulevard Haussmann. It's not a single-brand boutique, it's a concession inside the department store - and that's why it appears in listings under the host's name rather than the city's. Those searching for "Amiri Paris" don't find it and conclude it's not there. It is. On the locator there also remain five "coming soon" listings with no city indicated. SHOPenauer won't try to guess which ones they are: SHOPenauer'll find out along with everyone else. Ten openings in one year. The context explains the urgency. The brand surpassed 300 million dollars in revenue in the last fiscal year and has announced ten new openings in 2026. For a brand founded in 2014, which opened its first store only in 2020, it's a remarkable sprint: six years to go from zero to about thirty addresses around the world. There is also a less enthusiastic reading, and it's fair to give it. Opening ten stores in twelve months is the move of a brand with capital and ambition, but it is also the moment when brands make the most mistakes: openings are costly, lease agreements last for years, and desirability doesn't multiply along with square footage. Luxury is full of stories that took a bad turn at exactly this point in the curve. A couple of clarifications. The Milan store is not new: it opened at the end of November 2025, and the opening party with Megan Thee Stallion was held much later, on February 24-25, 2026, during fashion week. It's an approach worth noting - opening quietly when the merchandise is ready, celebrating when the right crowd is in town. Sources do not agree on the overall number of stores: at the time of the Milan opening, some spoke of it as the thirtieth address in the world, others of thirty-one single-brand boutiques including Milan. Since there is no single official figure, SHOPenauer avoid giving one. What remains is the starting point, which is also the most curious part: the brand that made the imagery of Los Angeles its signature - the hills, the hotels, the rock - builds its European stores with Milanese designers, Milanese rugs and a partner from Bassano del Grappa. America sells it; Italy makes it. No comments yet. Break the ice!