US retailer Charming Charlie has opened its pink doors in the Philippines.

And following this Asian debut, the US-based fashion retailer is now eyeing Malaysia, Indonesia, Korea and China for expansion.

The company had first expanded in Canada and the UAE before opening a store in Bonifacio High Street in Manila last year.

With big and small fashion retailers crowding the Philippine market, Charming Charlie set its pricing at 30 to 40 per cent below its major rivals. Its upscale store houses up to 8000 accessories from jewellery to sunglasses, arranged by color.

Founded in 2004 by Charlie Chanaratsopon in Houston, the brand seeks to capture the millennial market.

Charming Charlie is distributed in the Philippines by SSI Group, Inc. and  has over 350 global retail stores.