Thailand’s retail giant Tanachira Group is planning to establish a subsidiary with Chinese partners to expand the business and distribution of the Harnn brand in China, Hong Kong, Macau and Taiwan. 

The Greater China expansion is part of the company’s effort to increase the foreign revenue share to 25 per cent in the next three years, with China as its key market. The company will send its first offline shipment of Harnn products to China and open the first Harnn flagship store in Hangzhou in the third quarter of this year. 

“The strategic partnership with experienced Chinese business partners will enable Harnn to effectively tap into the provincial agent network across China,” the company said in a statement. “The company will grant exclusive distribution rights for each province, ensuring that products are disseminated by market experts in their respective regions.”

Led by CEO Tanapong Chirapanidchakul, the company’s portfolio includes Marimekko, Pandora, and Cath Kidston. 

Earlier this week, the brand announced its strategic partnership with Japanese multi-brand retailer United Arrows to open stores in Thailand. United Arrows’ first store will be located in the newly opened shopping centre The Emsphere.