For the first 45 years of its existence, handbags and accessories maker Coach only sold its products in the United States.
But the New York-listed company, which started as a small family-owned business in 1941, has since become more aggressive in expanding its international operations.
It posted revenue of US$4.16 billion in its fiscal year ended July 2, opened its first European flagship store in London last September, and became the first US-incorporated company to list on the Hong Kong stock exchange in December.
Chairman and chief executive Lew Frankfort expects the dual-listing strategy to help 'raise awareness of the Coach brand among investors and consumers in the China market', which includes the mainland, Hong Kong, Macau and Taiwan.
'We believe China will surpass Japan as our No2 market within the next few years. We're looking forward to that as a milestone,' said Frankfort, who has transformed Coach from a cottage-industry manufacturer of leather goods into what he calls the premier American brand for 'affordable luxury'.
When Frankfort joined Coach in 1979 as vice-president of new business development, the company's annual sales were just US$6 million. He spearheaded initiatives to generate sales outside the US upon his appointment as company president in 1985, when it was acquired by global consumer-goods maker Sara Lee.