(Yicai Global) Jan. 9 -- Chinese clothier Semi Garment plans to set up a joint venture with Kidiliz Group to bring the French brand's children's clothing to China as it looks to extend its reach into the high-end market.

The Zhejiang-based firm is expecting to sign an agreement with Kidiliz, which it owns indirectly, to set up the new venture in Shanghai, Semir said in a statement yesterday. The unit will have registered capital of CNY30 million (USD4.4 million) and Semir will take a 70 percent stake.

Semir has been looking to cement its status as a top-end clothier over the past year. It invested in Jason Wu, a world-renowned women's fashion designer who has made dresses for Michelle Obama, in September, and set up a Shanghai unit to exclusively distribute his brands' clothing in the region. It also won the rights to bring American kids clothing from The Children's Place to China in March last year.

Kidiliz is a leading company for mid- to high-end childrenswear in Europe, and has 10 distinct brands as well as licenses for five others. Semir bought its parent Sofiza in May via a Hong Kong subsidiary, paying EUR110 million (USD126 million) for the Paris-based firm.

Editor: James Boynton