French bakery chain Delifrance is returning to China after failing to crack the market more than 20 years ago.

Delifrance said it will open two stores in Guangzhou and Shenzhen to try its luck one again in the Chinese market.

The chain, whose products include baguettes, croissants and sandwiches, attempted to crack the Chinese market in 1987 when it opened in Shanghai. However, it did not perform well and eventually withdrew from China.

“The attempt was probably made too early and there wasn’t the proper population back then,” said MD Jean-Manuel Leveque.

Leveque believes now is the right time to re-enter China as middle-class consumers seek more premium offerings.

Delifrance Chinese operation would be carried out by a partnership between Delifrance in France and Delifrance Asia, which was sold by Delifrance parent Grands Moulins de Paris 30 years ago.