Hollister, the American lifestyle brand by Abercrombie & Fitch, has expanded its presence in China with a new store opening in Beijing.

The store at Taikoo Li Sanlitun is the brand’s seventh in China including two in Hong Kong.

Hollister says Chinese are receptive to the brand given the success of its first stores in the market.

“It’s very early days, but we’re very encouraged by what we’ve seen,” said CFO Jonathan Ramsden.

Having seen the good performance of its other four stores in the mainland, the brand says it will open more stores in market, without specifying details.

Abercrombie & Fitch founded Hollister in 2002 with southern Californian surfer image.