Chaps fashion store chain has launched into Malaysia with an outlet at Pavilion Elite in Kuala Lumpur, formally opened this week.

The US street fashion retailer already has a second store at 1 Utama Shopping Centre in Petaling Jaya, with Luen Thai Retail Malaysia expecting to open a third soon at MyTown Shopping Centre in Cheras. It aims to open seven to 10 retail shops by year-end.

Chaps was created by fashion designer Ralph Lauren offering classic all-American styles. Luen Thai Enterprises in Hong Kong launched the chain in Asia with a store in Shanghai in 2015. It now has more than 40 outlets across China.

“Malaysia has great connection to other Asian countries, and Luen Thai believes its strategic location will be vital to the company’s expansion plans,” Luen Thai Enterprises CEO Willie Tan said when attending the Pavilion Elite launch. He said the main focus now was to create brand awareness in Malaysia.

Chaps’ two Malaysian outlets offer men and women’s clothing, with the children’s collection to be added next month.