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Chinese Fashion Giant Bosideng to Open London Flagship Store

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Bosideng, the largest apparel company in China, and one of the key world players in the fashion industry, has confirmed its plans for international expansion by acquiring a property in London. The planned apparel and menswear flagship store at 28 South Molton Street near Oxford Street will also be the brand's headquarters in Europe.

Scheduled to open in July 2012, the six-storey property will cost £20 million and will undergo a reconstruction investment between £5 and £6 million. The mixed-use development, designed by DSDHA Architects, will include retail space, as well as offices and residential apartments.

Bosideng has been the leading down apparel brand in China since 1995. It has 7,579 retail outlets in China alone selling down apparel under its six core brands including "Bosideng", "Snow Flying", "Kangbo", "Bengen", "Shuangyu" and "Shangyu". Through these brands, the Group offers a wide range of down apparel products targeting various consumer segments.

Furthermore, since unveiling the first Bosideng Man store in May 2009, the Group has opened nearly 1,000 menswear stores in China. To further optimize its product mix and increase profitability, the Group has adopted a "non-seasonal product" development strategy.

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