Volley has announced the launch of its first physical store in China with a flagship store planned for a July launch.
The 100sqm store is expected to launch July 27 with the company announcing that the store is the first dedicated flagship Volley retail store since the brand's inception in 1939.
The news came after the company announced a profit growth of 102% from FY17 to FY18 with a 300% increase in purchases made by individuals abroad buying on behalf of customers in China.
The announcement also highlighted the company's target market in China with 72% of Chinese consumers being females aged 18-29.
Volley also revealed that its success in China came heavily from celebrity influence when Faye Wong, a singer from Hong Kong, was photographed wearing a pair of Volley shoes at Hong Kong's international airport in 2015.
“Pictures of Faye Wong wearing the simple pair of white shoes were splashed across every media outlet in China.
“With that one photo, Volley's servers crashed with the sheer number of orders that were received. From that moment, Volley's have become a high fashion item in China.”