Business Intelligence on Retailing, Franchising, and Consumerism in China

Karen Millen Opens First Chinese Store In Beijing

The women's designer clothing brand Karen Millen has formally entered the Chinese market with its first store opened in Beijing.

According to the plan of Karen Millen, it will develop 60 stores in China over the next five years. After the launch of this wholly-owned store in Beijing, the brand will open the second flagship store in China early next year. By then, its Chinese website will also be launched to provide online shopping services to consumers in China.

As an apparel brand under Aurora Fashions, Karen Millen's physical and online stores cover 50 countries and regions around the world. Gemma Metheringham, managing director for Karen Millen, said that over the past two years, the brand saw good sales condition in Hong Kong. Therefore, they believe the Chinese mainland customers are waiting for the entry of the brand.

Metheringham said Karen Millen is positioned as a medium-end brand or a luxury brand affordable for consumers. She said they witnessed the huge successes of many luxury brands in China; meanwhile, the growth of fashion brands with entry-level prices also attracted attentions. There is definitely more potential in the Chinese medium-end market, said Metheringham.

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