Rimowa, a German manufacturer of luggage, opens its largest customer experience center in Beijing on Sept 23. Photo provided to chinadaily.com.cn

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In its latest attempt to boost sales in China, Rimowa, a German manufacturer of luggage, opened a its biggest customer experience center in the world in Beijing.

The Rimowa retail store in Beijing's Huamao Shopping Street opened its doors on Sept 23, marking the brand's 55th store in China.

The store has a design similar to Rimowa's classic aluminum suitcase — the three-story building covered with the brand's characteristic groove structure.

The roughly 660-square-meter store will feature the company's light, high-tech polycarbonate suitcases. The latest designs are displayed on the ground floor and a VIP zone is located on the second floor for customers to enjoy custom-tailored services including painting their suitcase.

"The grand opening marked an important milestone in the company's success in the Chinese market," said Dieter Morszeck, Rimowa's CEO and president.

The German luggage brand entered the Chinese market in 2007. In September, it opened an official store on Tmall, a major online marketplace run by Chinese e-commerce company Alibaba Group Holding Ltd.