Scaling steadily and without burning cash, Connie Nam is an unusual entrepreneur. She still owns 55% of Astrid & Miyu and hasn’t raised external funds since 2019. Of A&M’s 32 stores, nine opened just last year, stretching from South Molton Street to Madrid - and this year, the focus shifts to the US: a Los Angeles branch opens in April, with Austin and Williamsburg sites in the crosshairs.
Turnover hit £50 million last year and is projected to reach £65 million this year. How is Astrid & Miyu thriving while others wither? “The ‘experience moat’ has been important,” Nam says. Stores offer piercing, permanent jewellery, and tattooing. “Piercing saw 20% like-for-like growth last year, but product sales were up 10% too. It’s two things: well-designed products at accessible prices, and the store experience: come in and be treated like a VIP, even if you’re buying nothing at all.”
