Italian luxury footwear maker Fratelli Rossetti will open 11 new stores in China over the next 4 years as part of its greater expansion plans in Asia.
The company’s expansion into China began with the opening of a store in Harbin, which will be followed by stores in top shopping malls in Beijing, Shanghai, and Hangzhou, according to Women’s Wear Daily.
Though the company decided to take the franchise approach in other areas of Asia, Fratelli Rossetti has teamed with a local partner in China to better control the company’s brand and long-term vision.
Company president Diego Rossetti said, “We realized that the Chinese market is big. Different areas have different habits [requiring a different approach].” He added, “You cannot approach China with franchising. [It’s] a long-term investment,” he said. “You cannot expect franchises to have a long-term vision.”
The company has already opened stores in Bangkok, Macau, and South Korea.
image source: fratelli rossetti