Malaysian jeans wear manufacturer GA Blue International Bhd is launching a range of new fashion labels in a bid to crack the UK market, Bernama Daily Malaysian News has reported.

The company is releasing three new labels - Laura Lees, Bert and PM - and will set up an international branding division in London to spearhead its European sales.

PM is a high-end fashion label and has been designed in collaboration with Dexter Wong.

"Our strategy in the UK is based on branding and we are selling these three brands to fulfil demand in the UK," executive director Kan Ah Chun said.

"We have just sent our first consignment to London and the response is quite encouraging."

Kan said GA Blue also intended to reorganise its design and development division with a bigger allocation of branches and a larger team of designers based in Kuala Lumpur, Penang and London.