Women’s fashion group Liu Jo China has opened the first of a string of stores at Plaza 66 in Shanghai.

Following rapid growth in Europe over the past few months, the Italian fashion label has shifted its expansion focus to Asia.

“This new store represents an important step in the development of Liu Jo worldwide and in the consolidation of the brand on international markets,” says Liu Jo president/head of style Marco Marchi. “In this sense, China definitely plays an important role. We are back on the market with a concrete project that includes direct investments and a precise positioning.”

Liu Jo’s Shanghai store spans 130sqm and features its renewed retail concept Curiosity Refresh which draws on design elements reminiscent of the 1990s to showcase its products. Housed in the new store are such brands as Liu Jo Black Label, Gold Label, White Label, Blue Denim, Knitwear, Les Plume, accessories and footwear.