Chinese apparel company Bosideng will launch a menswear flagship store in the UK this summer.

The six-storey store which will open in July will be located in South Molton St in London. This will be the first overseas store of Bosideng and will serve as its headquarters in Europe.

Bosideng founder and chairman Gao Dekang said Bosideng has achieved significant recognition and respect in China. “Now we are expanding to establish Bosideng’s international brand presence.”

“A move into Europe has been a goal of Bosideng for some time and we’re very excited to be launching in such a prominent location in London,” said Bosideng UK’s CEO Wayne Zhu.

The company invested approximately £5 million to £6 million (US$ 7.7 million to US$9.29 million) to construct the landmark building.

Bosideng has 7579 retail outlets selling down apparel under its six core brands including Bosideng, Snow Flying, Kangbo, Bengen (previously known as Bingjie), Shuangyu and Shangyu.

In March, Bosideng ceased the operation of its children’s wear and Rocawear businesses.

GB