Kontoor has expanded its brand Wrangler on Alibaba Group’s Tmall e-commerce site in China.

Wrangler celebrated the launch with an activation at Innersect, a multi-day consumer streetwear event in Shanghai. The event choice is indicative of where Kontoor sees opportunity for Wrangler in China: among tech and pop-culture-savvy young consumers.

Kontoor plans to expand the product selection in Spring 2021 and launch additional consumer activations.

Since becoming an independent, publicly traded company in May last year, Kontoor has identified China as a key area of focus for its international expansion strategy. The company’s other heritage brand, Lee, has been in the region for 25 years, according to Bloomberg.

Last fall, Scott Baxter, President and CEO, Kontoor Brands had said that Wrangler’s debut in China was on track for Q1 2020. However, the launch was postponed shortly after COVID-19 began to spread around the world.