British contemporary womenswear brand Whistles is expanding into China and Hong Kong through partnership with department store Lane Crawford.

Whistles will operate concessions at three Lane Crawford stores in Hong Kong and Shanghai in August. It will carry the brand’s premium range, limited edition and best-selling items.

Whistles products will also be available at Lane Crawford’s online store.

“The Chinese market is increasingly sophisticated and is actually developing faster than any other market in terms of their fashion appreciation,” said CEO Jane Shepherdson.

“There is a whole new generation of young, middle-class Chinese women who have got a bit of money who don’t necessarily buy into everything from luxury brands, but who want to shop the contemporary European brands that are providing well-designed quality fashions at a price that they can afford.”

Opening in China is the latest international expansion move after concessions at department stores in Paris, Berlin and Moscow.