British lingerie brand Agent Provocateur is entering the Chinese market with the opening of its first stores in Beijing and Shanghai this month.
The 560 sq ft standalone store at Parkview Green Mall, Beijing will house the label’s main collection, classics, bridal, swimwear, accessories and beauty ranges.
The brand will also open a 484 sq ft concession in luxury department store Lane Crawford in Shanghai. It is already in Lane Crawford’s Hong Kong IFC store.
Agent Provocateur plans to open ten stores across China in the next few years and will also launch a Chinese e-commerce website in the coming months.
The label currently has 30 stores in 13 countries.