China's Hugo Boss
"Hugo Boss is a potential competitor," Zhu said, referring to the globally renowned menswear brand.
"It's a hard and long process to reach that level, say three to five years, but it's achievable," Zhe said.
What surprises Zhu and his team is that Bosideng has been so popular abroad.
"It is beyond our expectation that consumers here have shown an interest in Bosideng, and that sales have been better than expected," Zhu said.
Unlike domestic stores in which down jackets for men and women are mainly on display, the two-story store has all categories of Bosideng-branded men's clothing, including T-shirts, sweaters, coats, trousers and shoes. Most are priced from 85 pounds for a shirt to 375 pounds for a coat, and sometimes higher.
More than 500 customers visit the store every day. They are divided into two groups: one is made up of local British people, and the other comprises people from North America and the Middle East.
"We target male customers who are older than 30," Zhu said.
Compared with July, when Bosideng opened the store, sales revenue has risen 30 percent in November, said Zhu, who declined to disclose exact figures.
"We expect to recover the cost in two to three years," he said.
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