SuperGroup, the UK fashion house which owns Superdry has officially launched its £18 million foray into Mainland China.

In July, Supergroup announced a partnership with Trendy International Group to expand the t-shirt anchored casual fashion brand’s Chinese launch, saying the market offered “immense” opportunity.

A launch event at the British Embassy Residence in Beijing this week included a fashion show using local models and was attended by Chinese and UK government officials.

Trendy International has more than 3000 stores across China.The 50:50 joint venture plans a “measured” roll-out program in China with Trendy managing the day-to-day business operations and logistics and SuperGroup providing strategic brand support, design services merchandising and marketing.

At this week’s launch, SuperGroup CEO Euan Sutherland described entering China as “a milestone” for the brand.

“We are excited at the prospect of entering this market with such an established and experienced partner. We look forward to gaining a deep understanding of the Chinese market and customer, and this launch marks another significant step in Superdry becoming a global lifestyle brand.”