Fashion
AMIRI Expands in Africa with a New Johannesburg Store
Luxury fashion brand AMIRI has opened its first store in South Africa, located at Sandton City’s Diamond Walk in Johannesburg. The store officially launched on 27 November 2023. The opening was organised in collaboration with South African retail entrepreneur Arie Fabian and musician-entrepreneur Black Coffee (born Themba Nkosi).
The store’s interior reflects AMIRI’s approach to design. It features minimalist shelving, natural tones, and the brand’s MA logo displayed on walls. The space is operated under the local partner group YAWA, bringing international collections to a Johannesburg retail setting.
Photo – Instagram
AMIRI is known for its denim, leather pieces, and ready-to-wear collections. The Johannesburg boutique offers both men’s and women’s lines, making the brand’s full range available locally. In October 2025, the store will host a women’s-wear pop-up presenting the Autumn/Winter 2025 collection. This temporary display allows South African customers to view items from the brand’s latest seasonal range.
Photo – Instagram
The store stocks a variety of AMIRI pieces, including denim jackets, leather trousers, T-shirts, and accessories. The layout presents the collections clearly, with items arranged for easy access and visual consistency. Photographs from the opening show that the materials, textures, and stitching are maintained consistently throughout the store.
Photo – Instagram
With this expansion, AMIRI establishes a direct presence in South Africa. The Johannesburg store allows customers to purchase collections without relying on imports. By partnering with local stakeholders and providing both men’s and women’s selections, the brand extends its global reach while offering a complete retail experience.
The combination of location, interior design, and curated merchandise demonstrates AMIRI’s approach to entering new markets. The store provides access to seasonal collections and maintains the standards present in its international locations, offering South African customers the brand’s products under consistent retail conditions.
