The Chinese luxury brand Diana is launching a new brand this week that it says will appeal to women.
The new brand, dubbed “Diana, will offer a unique, fashionable and high-end fashion product line, aimed at female customers,” the brand said in a statement on its website.
It also said the new brand will focus on women over men.
Diana is based in Shanghai and is owned by the state-owned conglomerate, Sinopec, which owns the brand and many other Chinese brands.
It is aiming to be the top brand in the Chinese luxury market, according to analysts.
The brand has long sought to expand beyond China’s traditional markets, including in Asia and Europe, according the company.
It recently launched a women’s line and has partnered with China’s leading shoe maker, Zara.