Paul Smith relaunches brand in China – Interview

May 24, 2012 | BY

clpstaff &clp articles

Five years after losses forced Paul Smith to retreat from the Chinese market, the British fashion line is back. David Tring spoke with Alice Wong, executive director of ImagineX – the company's new partner in the PRC

Under the new five-year partnership, Hong Kong-based ImagineX and Paul Smith will open 24 stores over the next five years. The first store to open will be in Tianjin with a flagship store in Shanghai later in the year.

ImagineX specialises in introducing Western brands into China and will run the operation with Paul Smith as a franchise. But Wong does not expect Paul Smith's return to be easy.

“Brand owners think China is an easy market with a lot of dollar signs, but customers are a lot smarter now, they have money and want to make the right choice,” she said.

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