(Yicai Global) Sept. 25 -- Mr. Choi Patisserierecently landedabout CNY100 million(USD14.6million) inits A-round funding from New Vision Capital.

Thisis the first financingthe Shanghai-based companyhas done in the past nine years. Proceedswillgotobolster itssupply chain, open more stores, expand delivery coverage and improve its online e-commerce and membership services,online news portal36Kr reported today.

The reportofferedno further details.

Mr. Choi Patisserieformed in 2009. It targets high-spending groups,offeringadditive-free,high qualitydesserts. It added light and quick mealsto its line last year.Itnowhas five stores in Shanghai and Hangzhou.

The firm targets high-spending groups, so it opens stores mainly inritzyshopping malls. Each store covers 400 to 500 square meters. The priceof theaverage transactionis about CNY120(USD18), and thecompanyoffers about40varieties ofbig cakes, small desserts and gift-box products, per data fromMeituan-Dianping's e-commerce website.

Though rents are high in its outlets, salesfiguresarealsobecause customers'spending poweroffsetsthe higher rent,saidLinda Wang, its founder.

The bakeryrelied onword-of-mouth advertisinginits earlyphase and gradually builtup its reputationthat way.Celebrity birthday cakes and brandingactivitiesalso attract customers without advertising.Itisnowalso seeking marketingcooperationwith cosmeticbrands.

Editor:BenArmour