Paul’s Boutique expands to China

British fashion accessories brand Paul’s Boutique is expanding its international reach with the launch of its Chinese website.

The expansion follows the accessories brand’s strong success in Korea with distributers S&K Global, who operate the Paul’s Boutique website in Korea, as well as several stand-alone stores. The partnership will now be expanded to “overseeing and developing” the brand’s growth in China.

Paul’s Boutique has a long-term business plan for China, with the first step being the launch of the dedicated Chinese website, which has been designed to reflect a blend of Asian e-commerce ‘’best practice’’ with both International and localised imagery. The website will be followed up with a retail presence in China from 2016.

To celebrate the launch, Paul Boutique’s strategic local partner S&K Global has signed K-Pop sensation Hani from the all-girl group ‘Exid’ as a brand ambassador for AW15 campaign for both Korea and China.

The expansion comes after “triumphant sales” in Asian territories, which it equates to the brand’s repositioning into the premium accessories market, both locally and internationally. Paul’s Boutique is now distributed in over 25 territories worldwide including South East Asia, the Middle East and Europe.