Dayang Group, a clothing manufacturing enterprise based in Dalian, Liaoning province, saw its customized clothing brand Keymen open its fourth location and the largest flagship store in Beijing last week, a move driven by the group's optimism about the growth potential of the customized clothing sector in China.

The store, located in Beijing's Wangfujing area, integrates technological features such as 3D smart wardrobe virtual fitting and personalized color diagnosis, which customers can experience on-site.

Keymen said it focuses 70 percent of its business on menswear and 30 percent on women's wear, with a growing number of young Chinese consumers seeking customized clothing. Nationwide, the brand has stores in Dalian, Shenzhen, Guangzhou of Guangdong province; and Hangzhou, Zhejiang province.

Meanwhile, the company has entered into a strategic partnership in Beijing with Huddersfield, a British brand boasting a 400-year history. Through this collaboration, Dayang will introduce authentic British craftsmanship to the Chinese market.

Anthea Heffernan, counselor for regional cooperation at the British Embassy in China, said this collaboration is not only a business alliance, but also a mutual tribute to the cultures and craftsmanship of the two countries.

Dayang said the strategic cooperation between the two companies is regarded as a crucial step in deepening China-UK business and trade collaboration in the fashion and textile sector. The two sides will jointly facilitate the upgrading and development of China's clothing customization sector.

By setting up a global fabric warehouse and scientific customization system, Keymen is gradually enhancing its international supply chain integration capabilities while injecting new impetus — marked by technological advancement and artistic value — into China's garment industry.