The French designer firm LONGCHAMP has opened its biggest European store on Paris’ high-end shopping street, the Champs-Elysees.

Longchamp’s new store spans over 500 square meters at number 77 on the prestigious Avenue des Champs-Élysées in Paris, just around the corner from the famous gourmet restaurant Fouquet’s.

The firm’s chief executive, Jean Cassegrain, hopes the new store will attract not only Parisians but also “tourists, especially Asian shoppers, who are very important customers for us.”

The firm saw sales jump by 75% between 2010 and 2012 and has been opening new stores at a rate of 15-20 a year.

“It has really taken off, particularly in Asia. The Chinese are now our second-biggest clients after the French,” Cassegrain said.

The new space, with two floors, will serve as an elegant showcase for all of the label’s latest collections, including its famous Le Pliage bags and other handbags, in addition to luggage, shoes and women’s and men’s ready-to-wear apparel.