New York-based fashion brand alice + olivia has partnered with Asia’s retail, brand management and distribution company ImagineX Group to develop the brand in Greater China and Southeast Asia.

It plans to open 23 stores over the next five years.

ImagineX will commence the rollout with the first free-standing alice + olivia store in Hong Kong’s International Financial Centre (IFC) in June with more stores in Hong Kong, mainland China, Macau, Taiwan and Singapore to follow.

alice + olivia was launched in 2002 and has since grown to more than 800 stores in more than 50 countries. The brand first entered Greater China through a wholesale relationship with ImagineX’s sister company, department store Lane Crawford, in 2008 and has been one of the best performing contemporary brands in its stores in Hong Kong and China.

“The partnership with ImagineX provides an ideal platform to build on our current success within Asia. The fashion savvy generation emerging out of Greater China is seeking new ways to express their individuality, and ImagineX’s wealth of expertise is the perfect vehicle to bring our brand’s unique vision and fresh sensibility to this consumer,” said president Deanna Berkeley.

“We anticipate the ImagineX partnership will account for up to 20 per cent of our international business within the next five years.”

alice + olivia would be the 20th brand that ImagineX represents after Salvatore Ferragamo, Donna Karan, Marc Jacobs, Paul & Shark, Paul Smith, 3.1 Phillip Lim, Marc by Marc Jacobs, DKNY, Club Monaco, Juicy Couture and more.