UK's Karen Millen launches flagship store in Beijing

Karen Millen, the UK-based women’s designer clothing brand, has forayed in the Chinese mainland by opening a flagship store in the heart of its capital‘Beijing’.

The label’s entry into the Chinese market is part of an innovative market strategy, which aims to fulfil the untapped gap between the regular high street brands and luxury fashion, by providing quality apparels at affordable prices to its consumers, the company said.

Luxury brands like Louis Vuitton, Dior and Hermes charge 30 to 80 percent higher retail prices in China compared to prices in their homelands.

The brand’s first outlet in the country is a wholly-owned subsidiary spread over an area of 300 square meters.

The sprawling store features an opening collection of over 190 apparels and nearly 50 accessories.

After opening an outlet in Beijing, the label now plans to launch another outlet in Shanghai next year, and has future plans to open a chain of over 60 stores across China over the next five years.

Founded in 1981, Karen Millen specialises in a range of coats and eveningwear. The brand operates a number of stores in the United Kingdom, US, Austria, Denmark, Norway, the Republic of Ireland and many other European countries.

Source: Fibre2fashion