Meanwhile, Tang Xiaotang, an analyst with fashion watcher No Agency, says that Chinese e-commerce giants, either Alibaba or JD.com, have already built a strong presence and roots that consumers are more accustomed to buying from their platforms rather than the exclusive e-stores built by each brand.

As for the future, Olsson says that the company has "high expectations" for the Tmall store, given that it is one of the biggest on the platform and offers more than 10,000 items.

Exclusive products featured by the four opinion leaders and celebrity was also introduced on the site.

So far, feedback from the market seems good.

Within 24 hours of its launch, the e-store had a visitor ship of over 3 million and had attracted 1 million followers, according to figures provided by the company.

But it did not say how many of the visits had translated into sales.

Meanwhile, focusing on the online shopping trend in China, Olsson says: "I am fascinated with the mobile acceptance (in the country)," adding that consumers not only shop online, but also do "social shopping" which means they discuss what to buy and whether to buy more on social platforms.

Separately, the brand will continue to open more physical stores in China.

"If we see a good opportunity where customers want us, we will go, regardless of whether it's a Tier 3 or Tier 1 city," says Olsson on the choice of locations for new stores.

For now, the brand is present in 138 cities across China.