Her-Chain will bring Fox’s evergreen brand to Asia Pacific.

Twentieth Century Fox, in partnership with Her-Chain, has opened the first-ever “The Simpsons” store in Taikooli Sanlitun, Beijing, China.

The new retail location features more than 125 specially curated items including never-before-available apparel, bags, headgear and accessories.

“‘The Simpsons’ store will offer a diversified range of smart-designed products,” says Yoyo You, general manager, Her-Chain. “The store possesses the fully-owned licensing rights to co-produce all ranges of products. It is targeted to meet the intense and popular demands among consumers and ‘The Simpsons’ fans. ‘The Simpsons’ store will continue to provide the infinite surprises and fashionable merchandise iconic to the brand.”

The brand is also incorporated into the store’s DNA, and features a Bart Simpson silhouette entrance, art installations, a color block breakdown of each character for the dressing rooms and more.

“We are delighted with the rapidly growing enthusiasm for ‘The Simpsons’ brand across the Asia Pacific region,” says Jeffrey Godsick, president, Fox Consumer Products. “No matter the customer–a family, a high-end shopper or a fashionista–‘The Simpsons’ store in Beijing offers that unique consumer engagement with one of the world’s most celebrated properties. The development of this one-of-a-kind retail environment has been a true collaborative effort between 20th Century Fox Consumer Products, Her-Chain and Gracie Films; we look forward to launching future stores for ‘The Simpsons’ together.”