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3.1 phillip lim to expand in china with 15 stores

3.1 phillip lim to expand in china with 15 stores Source:
Date: 05-05-2012
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Fashion designer Phillip Lim was born in Thailand to Chinese parents and raised in California. Slowly but surely, he's been building up a grand entrance into his ancestral country.  Lim celebrated the fifth anniversary of his label, 3.1 Phillip Lim, in Beijing in 2010 and opened up a shop-in-shop in the Lane Crawford department store. The following year, he opened up full-scale boutiques in Singapore and Hong Kong. Now Lim plans to open 15 more stores in China by 2016.
"I really feel like I am going back to my roots," Lim said. "It's a really exciting time in China. They have a really strong appetite for what we are doing."
Lim, who describes his collection as "modern luxury" (on the spectrum somewhere between ready-to-wear and bridge collection), is one of only a handful of independent New York labels trying to break into China. "When you're presented with opportunity like this, you ask yourself if it feels right. If it does, then you do it and you never look back," Lim said. "The time is just right."
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