London has become such a hotspot for Chinese tourists seeking luxury brands that the first fashion retailer from China has opened a West End store to raise its profile back home.

伦敦已经成为中国游客购买奢侈品牌的热门地区，因此中国男装品牌波司登(Bosideng)在伦敦西区开了一家门店以提高其在国内的品牌形象，这是第一家在伦敦开店的中国服装品牌。

Bosideng, the Chinese menswear brand, launched its first UK store on Friday close to Bond Street. The exercise is less about attracting British shoppers than reflecting the growing international appeal of the British fashion scene.

波司登于上周五开张的首家英国门店毗邻伦敦邦德街(Bond Street)。波司登此举与其说是为了吸引英国顾客，还不如说是反映了英国时装界日益增长的国际吸引力。

“Our ambition is to be a well-known brand – and London is the fashion centre of the world, said Gao Dekang, its wealthy founder and chairman. With nearly 11,000 Bosideng shops across China, Mr Gao describes the retailer as being “the Marks and Spencer of China. In making the journey to Europe, the business has sought to move its image upmarket. It hopes to rival brands such as Hugo Boss.

波司登财力雄厚的创始人、董事长高德康表示：“我们的抱负是成为一家知名品牌，而伦敦是全球时尚中心。高德康将在中国拥有近1.1万家店铺的波司登描述为“中国的玛莎百货(Marks and Spencer)。波司登进军欧洲市场，寻求打造高端形象。它希望挑战雨果博斯(Hugo Boss)等品牌。

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