Hong Kong-based lingerie and fashion label 6ixty8ight has opened its first franchise store in Mainland China. 

The 6ixty8ight franchised store is located at Daruncheng Shopping Centre in Henan, its first brick-and-mortar outlet in the province, and spans about 153sqm. It features6 a full range of lingerie, nightwear, loungewear, apparel and accessories. 

According to the company, the franchising model is part of 6ixty8ight’s expansion strategy to reach more customers in Asia, focusing on tier 3 and 4 cities in China. Last month, the lingerie brand expanded its reach with 6ixty8ight’s first physical outlet in Japan after debuting online initially. 

Founded in 2002 by Erik Ryd, 6ixty8ight now has more than 200 self-operated stores in Mainland China and more than 100 outlets in other Asian markets, including South Korea, Singapore and Malaysia. 

The name ‘6ixty8ight’ has its origins in Chinese numerology, where the Cantonese pronunciation of the numbers six and eight together have phonetic similarities to the term ‘Forever Luck’.