China’s leading menswear brand HLA intends to expand further in Southeast Asia, then Asia-Pacific, before going global, the company said. The brand has already opened stores in Malaysia, Thailand, Singapore, and Vietnam. In H1 2024, the company successfully entered new overseas markets such as the Maldives and Kenya, bringing its total number of international stores to 68. Overseas revenue reached 161 million RMB ($22 million), a 25.44% YoY increase. In the second half of the year, the company plans to expand into new markets in Central Asia and the Middle East.