American fashion designer of Chinese descent, Phillip Lim, says China has a huge growth potential there – but he’ll be tackling the market slowly.

He said China can be the company’s biggest market in the future – but there’s no need to saturate the market.

“Our roots are in China. Because of that, I’m more protective of that region. There is huge growth potential there, but I’m trying to slow down a bit because I want to do it right,” adds business partner Wen Zhou.

3.1 Phillip Lim offers clothing, accessories and footwear, with flagship stores in New York, Los Angeles, Seoul, Tokyo, Singapore and Hong Kong.

Lim says they’re also eyeing Thailand, Malaysia and other Southeast Asian countries for future stores.