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Scarves are displayed for sale in the shop of the young brand Shang Xia on its opening day in Paris

Scarves are displayed for sale in the shop of the young brand Shang Xia on its opening day in Paris September 11, 2013. Shang Xia, the Chinese-born brand backed by French luxury goods group Hermes, opened its first shop outside its home market in Paris on Wednesday to test appetite among non-Chinese customers for its handcrafted products. The brand is trying to build a business centred on the revival of traditional Chinese crafts such as porcelain, cashmere felt and furniture, that were all but nearly destroyed by China's proletarian Cultural Revolution. REUTERS/Jacky Naegelen (FRANCE - Tags: FASHION BUSINESS)

Shang Xia, the Hermes brand born in China, opens in Paris

Shang Xia, a Chinese brand backed by French luxury goods group Hermes, has opened its first shop outside its home market. The Paris shop will test demand among non-Chinese customers for its handcrafted products. Shang Xia, which aims to revive Chinese crafts that were nearly destroyed by China's Cultural Revolution, including ancient styles of porcelain, cashmere felt and furniture, is part of a new generation of Chinese brands elbowing their way into the crowed European luxury goods market.