Fashion and furniture maker Laura Ashley will officially make its way into China through House of Fraser and Alibaba-backed Tmall, the Guardian reported.

The Laura Ashley brand is set to launch a Chinese website and will start selling its clothes in the country's first House of Fraser store, which is expected to open in Nanjing this autumn.

"China is not easy as evidenced by how many [retailers] have got in and how many have come out. It is all about finding the right partner and doing it at the right time," Sean Anglim, Laura Ashley's finance and operations director, said, adding that its long-term goal is to find a Chinese franchise partner.

The British brand has also teamed up with franchise partners in 30 countries and sells online in six. Anglim said Laura Ashley wants to further expand by launching new websites in Hungary and Czech Republic.

Laura Ashely reported a $33.87 million profit for the 74 weeks to June 30, The Guardian reported.

"In a time of uncertainty for retail and the global economy at large, I am optimistic and confident that Laura Ashley will remain a business with solid foundations to withstand challenges as they rise," Khoo Kay Peng, Laura Ashley's chairman, said.

Even if Laura Ashley's store count was slashed by 13 to 192, retail sales jumped to nearly 16 percent. According to Anglim, Laura Ashley was likely to reduce its stores, but the chain's size is unlikely to change dramatically.

"A store presence is critical to us. We are not a brand that can survive online only," he said.

(Source: chinatopix.com  Author: Charissa Echavez)