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Updated Saturday, March 27, 2010 2:26 pm TWN, Bloomberg

The Hermes booth is shown at the world watch and jewelry show 'Baselworld' in Basel, Switzerland, Thursday, March 25. (AP)

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Hermes to open first China store under Shang Xia brand

PARIS -- Hermes International SCA, the French maker of luxury handbags and silk ties, plans to open its first store under the Shang Xia brand in China in September, Chief Executive Officer Patrick Thomas said.

Shang Xia, which is owned by Hermes and has its own design team, will make and sell clothes and accessories based on Chinese styles and traditional know-how, Thomas said in a phone interview. The first store will be in Shanghai.

If customer reaction is positive, Hermes will “probably open a store in Paris next year and gradually roll out worldwide,” Thomas said.

Luxury goods companies are building up their presence in China, which may become the world's largest market for expensive apparel, accessories and jewelry in the next five to seven years, the Boston Consulting Group said in January.

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