Milan based luxury label Piazza Sempione plans to strengthen its footprint in China by opening 10 stores over the next three years.

Piazza Sempione made its first foray in China when it opened a store in Shin Kong Place shopping centre in Beijing in April. Another Piazza Sempione store opened at the high-end shopping centre Citic Square in Shanghai in September.

Trying to match other luxury brands like Burberry and Louis Vuitton, the Italian label also plans to tap into e-commerce, digital campaigns and to make use of local celebrities to build more awareness.

Piazza Sempione CEO Enrico Morra expects that China will contribute 10 per cent of the company’s global sales in the coming two years.

“The Chinese consumer is evolving so much. Ten years ago Piazza Sempione would have been too quiet. They only wanted the branded luxury goods,” said Morra.

“There is a growing number of Chinese who want to buy expensive niche brands rather than purchase luxury labels consumed by a less sophisticated, more mass segment of Mainland shoppers,” Moora said.

Piazza Sempione, which enjoys popularity in the US, will set up the 10 stores in cities where luxury demand is high, such as Chengdu and Hangzhou.

GB