American clothing retailer Abercrombie & Fitch plans to aggressively expand its presence in China.

The company plans to open more than 100 A&F and Hollister brand stores over the next 10 years in the Chinese market. It will also launch its online store there later this year.

Craig Brommers, senior VP at Abercrombie & Fitch, says China represents the biggest market potential for the company globally.

“Chinese consumers seem to be looking for something a little beyond just blinged-out luxury logos, and we think the laid-back sophistication that A&F offers is timed right,” Brommers said.

Abercrombie & Fitch is slated to open a new flagship store in Chengdu this year in addition to its recently opened flagship store in Shanghai in Jing’an district.