Luxury retailer Lane Crawford says it's not fazed by a graft crackdown by Chinese authorities that has hurt rivals such as Prada, and will continue its expansion plans in mainland China.
China's anti-corruption efforts delivered a blow to luxury brands last year. For instance, Beijing banned advertising that encourages giving luxury gifts, a custom which has been popular in China.
The president of Lane Crawford, a high-end Hong Kong retailer, told CNBC on Friday that he was not too worried about the impact of the crackdown. This week the firm opened its fourth China-based store in Chengdu, a big city in the country's west.
"We are fundamentally different [from other luxury brands]. We are unique because we are not at all a hard luxury business we are very much about fashion," said Andrew Keith.
(Read More: Asia shopping malls: The 'must-have' investment?)
"So the customers that come into Lane Crawford are buying for themselves. It's not about gifting, it's about self-gifting," he added.
Luxury brands, from high quality liquor to watch makers and handbag retailers have suffered as a result of the clamp down on graft.
This week luxury Italian handbag maker Prada lowered its global sales forecasts for the financial year through to January 2015, and said sales would rise at a low single digit pace, slower than last year's 7 percent increase.
(Read More: Chinese wealthy pull back on luxury spending)
Keith said Lane Crawford still saw China as very much a long-term growth strategy for the company. In addition to the Chengdu store, the fashion retailer has one store in Shanghai, China's financial center, and two stores in the capital, Beijing.
He added that the firm aimed to target Chinese consumers online, rather than by opening a number of physical stores.
"We are really looking at China as a combination of strategically positioned hubs, and then being able to use our online business to reach the rest of the consumers in China," he added.