The traditional Swiss brand Victorinox opened its first flagship store on Shanghai's Huaihai Road on Wednesday as part of its ongoing retail expansion in China.

It already has more than 400 outlets across the country selling army knives, household cutlery, timepieces, travel gear, fashion lines and in-house fragrances.

"But we lack a brand store?on the Chinese mainland with all products put together," said Stephanie Robertson, CEO of Victorinox China.

Such a store can offer customers a special shopping experience with the company's collections and let them know its philosophy, which is based on solid values, she said.

Victorinox has eight flagship stores in Hong Kong where its China headquarters is based.

The new store indicates that Victorinox intends to extend its business from Hong Kong onto the Chinese mainland, local insiders said.

Robertson said the company will open its second flagship store in Chengdu, Sichuan province, next month.

"Discussions are underway with partners for new flagship stores in Beijing and coastal provinces," she said.