Danish children’s clothing company New Generals will open stores in China.

The brand plans to open 32 shops across China over the next five years, the first in 2014.

“New Generals is an urban brand, with a sharp DNA. Our fantastic organic fabrics and the unique expression of our apparel are what made China look our way,” said New Generals founder Majbrit Weidemann.

“We are different and they think – as we do – that it is vital to have a strong identity to survive in the current wholesale and retail environments. It is exactly the same in China.”

The Chinese company spotted New Generals at the prestigious fashion store Barneys on Madison Avenue in New York. New Generals’ Chinese partners choose the brand after doing extensive research into various Nordic brands.