Cross Company's flagship brand, E hyphen world gallery, will make its debut in China. Shanghai Xintiandi's first store in China opened on the 13th, and its second store in Shanghai Isetan on the 26th. The company plans to open five stores by the end of fiscal year 2013. At Shanghai Isetan, pre-sales will begin on the 12th in the first-floor event space. An opening event will also be held featuring popular Harajuku-style charismatic model AMO. Rather than creating original Chinese products, the company will stock the same products as in Japan, aiming to attract brand fans, primarily women in their teens and twenties. Future expansion will focus on directly controlled cities and provincial capitals such as Beijing and Chongqing, with the ultimate goal of opening 200 stores in mainland China by 2020. First-year sales targets are 80 million yen (approximately 5.33 million yuan) for Xintiandi and 105 million yen (approximately 7 million yuan) for Isetan.