American designer brand 3.1 Phillip Lim has announced a partnership with Hongkong Toncan Group to focus on the Greater China market. Through this collaboration, the brand plans to open up to 30 flagship stores in key cities across China, including Beijing, Hangzhou, Shenzhen, Chengdu, Hong Kong, and Macau, over the next decade. The partnership will also help elevate the brand’s market positioning, offering consumers a more approachable, face-to-face brand experience and a comprehensive omnichannel shopping experience with simultaneous online store launches.