Chinese clothing retailer Bosideng is to open its first store in the UK this summer.
The retailer, which has more than 8,000 retail outlets in China, will launch its premium menswear brand in South Molton Street, London, on July 26.
The store will also act as Bosideng’s European headquarters, marking the company’s first investment in an overseas flagship store.
The majority of the product for the London store will be manufactured in Italy, mainland Europe and China.
The European range has been developed in collaboration with designers Nick Holland and Ash Gangotra who have worked with Oasis frontman Liam Gallagher and his label Pretty Green.
A spokeswoman said that the initial focus is on the London store and the new European collection but a roll-out of the store is possible.
Bosideng founder and chairman Gao Dekang said: “Bosideng has achieved significant recognition and respect in China. Now we are expanding to establish Bosideng’s international brand presence.
“Following many years of work behind the scenes we have chosen to launch in London, one of Europe’s most influential fashion hotspots, where we will showcase our expertise.”
Bosideng UK’s chief executive Wayne Zhu added: “A move into Europe has been a goal of Bosideng for some time and we’re very excited to be launching in such a prominent location in London.”