Italian fashion house Giorgio Armani on Thursday unveiled plans to open dozens of stores in mainland China in a bid to cash in on increased consumer spending by fashion-conscious adults.

The company said it plans to open between 20 and 30 stores over the next few years which will add to its existing outlets in Beijing and Shenzhen. A new store in Hong Kong is scheduled to open in November.

All of Armani’s new mainland stores are expected to be franchise outlets and are likely to be sited in major cities such as Wuhan, Chongqing, Chengdu, Shenyang, Dalian and Guangzhou.