After establishing a retail network in France, China’s What For shoes plans to move into neighbouring European countries.

Launched in 2008, the Stella International-owned brand entered the French market in 2013. Its ninth store there, a boutique in the Val d’Europe shopping centre, opened last month in the new town of Marne-la-Vallée, about 35km east of Paris and near Disneyland Paris.

While the women’s brand opened seven stores in France last year, Stella Fashion Europe president Yann Tobelaim says the goal now is to concentrate on the brand’s international development. It now has more than 800 multibrand points of sale across 25 countries.

What For is targeting western Europe, including Belgium, Germany and Italy, honing in on cities with a strong fashion DNA such as Anvers, Berlin and Milan.

Meanwhile, its French expansion will continue with the opening of monobrand stores, particularly in the south and west.

What For also started selling a small line of leathergoods last year, the products being designed in Paris and made in China.