Womenswear retailer Karen Millen has launched in mainland China with the opening of a 3,300 sq ft flagship store in Beijing this week.
The chain is planning to expand throughout the country, with a store in Shanghai set to open next spring, along with the launch of a local language transactional website.
Joint managing director Gemma Metheringham told Drapers that China was a key market: “We already trade in 20 stores in Asia including Hong Kong and Macau. Those stores have done really well so we know there is an appetite for our product with Chinese customers.”
Karen Millen plans to open 60 stores across China over the next five years, but according to Metheringham it is still considering locations and whether this will be done via franchise partners or through company-owned stores.
The retailer is also due to expand into other countries later this year, including Armenia later this month and Panama and the Philippines in December.
A further six stores and three concessions will open in existing international locations between November and March.