London has become such a hotspot for Chinese tourists seeking luxury brands that the first fashion retailer from China has opened a West End store to raise its profile back home.
Bosideng, the Chinese menswear brand, launched its first UK store on Friday close to Bond Street. The exercise is less about attracting British shoppers than reflecting the growing international appeal of the British fashion scene.
“Our ambition is to be a well-known brand – and London is the fashion centre of the world,” said Gao Dekang, its wealthy founder and chairman. With nearly 11,000 Bosideng shops across China, Mr Gao describes the retailer as being “the Marks & Spencer of China”. In making the journey to Europe, the business has sought to move its image upmarket. It hopes to rival brands such as Hugo Boss.