Amathus, the specialist drinks importer, distributor and retailer, is defying market sentiment by expanding its successful retail estate from nine to fourteen stores in the space of just 10 weeks from mid-June 2024.
Already the go-to wine and spirit merchant for an exceptionally knowledgeable clientele in London’s prime locations, Amathus is adding Elgin Crescent (its second store in Notting Hill) and High Street Wimbledon in June, Earls Court and its concept wine warehouse in East Sheen will open doors in July, and its fourteenth store in August will be located in the heart of Oxford.
“Retail is hugely important to us as a business, and is in our DNA,” observes Harry Georgiou, MD and on the shop floor of the first Amathus store from the very first day. “We’re not blind to the economy but we’ve never been short of ambition. Our stores provide our buyers the perfect opportunity to source the best wines and spirits from across the world and to have the vast and eclectic range available to our Trade buyers. We have always been first to market across all drink categories. We’ve always believed deeply that the best will continue to serve the best, and I see no reason not to double our footprint again and at a faster pace.”
Following the first store opening in 1978 by the Georgiou family, Amathus grew into a premium London wholesaler, keeping over 5,000 lines, of which many are exclusive. Its premium retail presence made an immediate connection with customers who were looking for something new and knew when they found it. But the business remains very closely entwined. Georgiou explains: “Retail is a jewel, no doubt, but it’s set in our trade crown. Our standing in the trade gives us a huge reach, and synergies between our two offerings are tremendous. The opening of our first wine warehouse is a completely natural evolution for us.”
Jeremy Lithgow, MW, says the appeal of the stores is underpinned by an approachable and knowledgeable staff: “The sheer number of drinks unique to Amathus make our stores a key destination for anyone interested in exceptional wine and spirits – on both sides of the counter. We’re lucky to have some serious wine nerds, award winning mixologists and spirits geeks who quite literally speak the same language as our very particular customers, and the recent appointment of Ana [Jackson MW] speaks volumes. Our aim is to make a visit to Amathus the best experience of a customer’s day. We thrive when we can share our knowledge of the sector with drinks enthusiasts and curious newcomers, especially in our masterclasses but also to supporting our Trade clients in their journey for excellence.”
The stores are havens for seasoned enthusiasts, whilst providing a welcoming space for those seeking to expand their knowledge. The shelves stacked from floor to ceiling with hidden gems and tantalising classics provide something for everyone, for every occasion. And eschewing the brand-driven culture of all the multiples, each store oozes an edgy, drinks-savvy but warm atmosphere which is very much an expression of its local terroir.
