(Shanghai Daily)
Updated: 2008-06-10 11:42

Simple, functional and reasonably priced Scandinavian design is absolutely adored by the Chinese these days.

Anne Charlotte Lembye, a young entrepreneur from Denmark, sensed the business potential of the market and opened CPH, a store selling Danish-designed ladies wear and accessories on Taikang Road in Shanghai two weeks ago.

Featuring a clean, all-white edgy outline, the two-story store sells fashion pieces from five young up-and-coming Danish designers and a collection called "CPH" designed by the stylish owner and her friends.

A sophisticated fashion lover, Lembye chooses every piece based on her personal style, reflecting an "edgy, show-off attitude," as she says.

"I love fashion and I know exactly what I want to have in my store," she says. "All are very popular designers back in Denmark. Two of them are my friends and I just called the others and told them about my plan. Fortunately, they all thought it was very exciting because none of them has sold in Asia before."

The first floor displays casual wear, party dresses, street wear and accessories in four separate sections.

Most of them are made of natural fabrics such as cotton, silk and linen, reflecting the high quality and environmental awareness of most Danish design. They are also easy to mix and match with each other.

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