Karen Mirren Lands in Beijing, China Expects to Open 60 Stores in 5 Years

Some time ago, private fashion retailer Karen Millen officially landed in China and opened his first store in China in Beijing.

Karen Mirren plans to open 60 stores in China in the next five years. Its wholly-owned Beijing store is the first, and the second flagship store is scheduled to open in the next spring. By then, the Chinese website will also be online, providing online transactions. service.

Karen Mirren is a privately owned retailer of Aurora Fashions, whose physical stores and online stores already cover 50 countries around the world.

According to Gemma Metheringham, managing director of Karen Mirren, the brand's sales in Hong Kong have been particularly good over the past two years. She said: "We therefore believe that Chinese customers are already waiting for us."

Metterlingham said that Karen Mirren will be positioned as a "middle end" brand, or "a luxury brand that consumers can afford," between high-end luxury goods and high street stores.

Mettlingham said: "We have all witnessed the great success of many luxury brands in China. Similarly, the growth of entry-level fashion brands also sparked heated debates.

“There is definitely potential in the mid-range market at the moment.” Karen Mirren's entry into China coincides with concerns that the Chinese luxury goods market is turning cold.