Giada breaks the mold

[Photo provided to China Daily]

The brand targets elite women in the 30s-50s age group, who appreciate understated style and sophisticated details, he says.

Giada now has 53 stores in China, which are being upgraded by master minimalist architect Claudio Silvestrin.

In 2013, the brand opened its first Italian flagship store in Via Montenapoleone. It is now eyeing the international market with plans to open in Madison Avenue in New York in September. It is also going to open in London, Paris and Tokyo in the coming years.

Zhao says he is now looking to bring more Italian brands to China.

"We are willing to help emerging Italian brands to grow and expand. Giada has set a good example and we will use the model to bring in more Italian brands," he says.