British clothing brand Karen Millen is set to enter China today (10 October) with a flagship store in Beijing.

The store, based in Beijing's Chaoyang district, marks Karen Millen's strategy to become the leading multi-channel affordable luxury brand in China, the company said.

It will be followed with a flagship store in Shanghai and a local language transactional website next spring.

The company is aiming at the untapped bridge market, positioning itself between high net worth luxury brands and high street stores. It plans to open some 60 stores over the next five years through a combination of owned stores and franchises.

"The launch of our Beijing store marks the start of an exciting new chapter in Karen Millen's phenomenal international growth story," said managing director Gemma Metheringham.

"Asia is fast becoming the most important market in the world for luxury and designer fashion.  We're a leader in our existing markets in design-led luxury at affordable prices and we're delighted to give Chinese women access to the brand for the first time."

The company has been focusing on growing its operations in the Far East, doubling its store count since 2009/10, with Hong Kong and Indonesia proving to be particularly strong markets. Longer term market entry is being considered elsewhere in the region, with expansion in existing territories of Singapore and Vietnam also a key focus.