Japanese lingerie maker Wacoal has added a new brand called La Rosabelle, exclusively for the Chinese market.

The brand opened its first store in Beijing inside EC Mall on June 22 and is aiming to open in other major Chinese cities like Shanghai, Guangzhou and Chengdu.

The brand has set a goal of 130 openings across China by 2014 that would generate 81 million yuan (US$12.75 million) sales.

La Rosabelle targets middle-income earners, with products sold at prices 50 to 70 per cent cheaper than luxury underwear brands.

GB