British brand Miss Patina has selected China as the location for its first ever store.
The young fashion label, which operates from 12 Topshop concessions in the UK, is to open a 1,830 sq ft outlet on June 7 in Hangzhou.
UK PR and marketing manager Sarah Goodwin said demand from the region was strong, with Asian customers accounting for 30% of online sales.
“We have strong online sales from China and Japan, and reaction from Chinese consumers in the UK and Asia has been fantastic,” she said.
Chinese shoppers liked the “playful, feminine” side of the brand and “appreciate detail in clothing”.
Miss Patina plans to open further outlets in China if the initial launch is successful, with Japan also a target for standalone stores.
For the next two years, the brand plans to build its concession business in the UK with Topshop and A-Wear in Ireland.
Goodwin added: “Our five-year plan is to expand retail in Europe and America, particularly with department store concessions, and to work with larger wholesalers with a view to having stores in Europe and the UK eventually.”