The Tamesis
Multi-brand stores are well-ventilated and flooded with natural light, often with tall windows that allow a view of the greenery outside and decorated with small bonsai trees or large rocks. There are also art installations: Currently, a tiny electrokinetic sculpture of metal rods by Venezuelan artist Elias Crespin hangs from the ceiling of the Hannan outpost. “It’s about exploring the beauty that surrounds us in so many different areas, not just fashion,” Lee said.
Last year, Amomento opened its first brand store outside South Korea in Omotesando, Tokyo’s leafy, fashionable shopping district. According to Lee, everything was “going smoothly.” The brand has already built a fan base in Japan and first tested the market with pop-up stores. He said Japanese consumers will research the brand online before entering a store, which means the conversion rate for visiting customers is 23%, while the conversion rate in South Korea is around 10% or lower.
Further Asian expansion is imminent: the brand intends to expand distribution in Japan and will open pop-up stores in Shanghai and Chengdu in the coming months. Direct-to-consumer (DTC) channels are critical. Lee said that DTC is its fastest-growing channel, currently accounting for 70% of Amomento’s total revenue, and is growing at an average year-on-year rate of 45%.
Amomento makes most of its products in China, primarily in Korean factories. “Even though it’s in China, the inside of the factory is just like in Korea – the technology and details are very good,” Lee said. Prices at Amomento range from $100 for a skinny cotton top to more than $1,200 for a lambskin hoodie, but most pieces hover between $200 and $300. “Our quality is good and our prices are more competitive compared to other brands. I really want to make this our advantage in the global market.”
The next goal is to join the official men’s fashion week calendar in Paris, where the brand ultimately hopes to establish a permanent presence. “Whenever we hold a showroom in Paris, people on the street get excited thinking it’s a pop-up store,” Lee said. “We think it’s possible that eventually we could open a store there.”
