Hermes has opened its first boutique for its new brand Shang Xia — a bold strategy that highlights China’s growing importance to luxury goods companies.

“We are very moved — this is like the birth of a child,” Hermes chief executive Patrick Thomas said ahead of the inauguration of the shop in Shanghai.

The store, a picture of minimalist chic, offers clothing, home furnishings, shoes and tableware — a collection inspired by tea, and made from traditional Asian materials such as bamboo, cashmere and porcelain.

This spring, Hermes plans to launch a new brand, called Shang Xia (meaning “topsy-turvy” in Mandarin), in the lucrative Chinese market.

It’s an interesting move from Hermes, who generally tends to buy all or part of existing brands.

Shang Xia will include ready-to-wear and decorative arts inspired by Chinese culture and traditions of craftsmanship.