Chinese apparel company Bosideng has opened its first flagship store in Europe.

Bosideng choose the first week of the Olympics to make its London debut, launching its premium menswear range, which is manufactured in Europe, and created under the direction of recognised UK designers Nick Holland and Ash Gangotra. The pair also developed the Pretty Green range for Liam Gallagher of the English rock band Oasis.

The store is located at the core retail precinct of London’s West End, ironically bereft of shoppers while the Olympics is underway on the other side of town.

It’s just 20 metres from the Bond Street exit of the London Underground at Oxford Circus, which boasts a pedestrian count of 24 million a year.

The Chinese company has invested £35 million (US$55.04 million) on the flagship’s launch with £21 million (US$33.02 million) spent on acquiring the property and the remaining for redevelopment, fitting and marketing of the store.

The property comprises seven storeys including a basement, with three storeys used for retailing and the rest housing the group’s European headquarters.

“The opening of London flagship store marks a milestone in Bosideng’s development, we are excited to be one of the first few Chinese clothing brands to launch in Europe,” said Gao Dekang, chairman and CEO of Bosideng.

“Having the right property in the right location was the key to our strategy, complementing our high-end menswear range.”

GB