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Hong Kong-Based E-Commerce Site Grana Opens Brick-and-Mortar Store in San Francisco

Good and cheap don’t always go hand in hand, especially when it comes to clothing. Fast fashion is synonymous with on-trend threads at super-low costs that tend to end up in the trash after just one wear—a fate that even basic styles are susceptible to when they’re made from poor quality fabric.

Now, a Hong Kong-based start-up wants to change the status quo.

Grana, launched in April 2014 by founder and chief executive officer Luka Grana, is on a mission to prove that luxury apparel doesn’t have to come with a hefty price tag.

Similar to the Bonobos business model, Grana focuses on selling men’s and women’s wardrobe essentials online (think: classic tees, sweaters and chinos) but made from fabrics found around the world, including Chinese silk, Mongolian cashmere, Irish linen, Japanese denim and chambray and Peruvian pima cotton. Meanwhile, at its Fitting Room brick-and-mortar locations, people can try on styles and place an order using the in-store computers which will then be shipped within two days to wherever suits the customer.

Just in time for the holidays, Grana announced on Monday that in addition to serving U.S. consumers through e-commerce, it’s bringing The Fitting Room experience stateside to San Francisco.

Prices vary from $26 for men’s Peruvian pima cotton polo shirts to $29 for women’s Chinese silk tops to $49 for Japanese denim jeans—even the just-launched array of Mongolian cashmere sweaters and scarves retails for under $100.

The retailer is able to keep its prices so low because it works directly with fabrics mills (cutting out the middleman), orders in smaller quantities and designs its collections in-house. Being based in Hong Kong keeps costs down, too, because it’s a free port and Grana has negotiated good global shipping rates with DHL, calling itself a “logistics-conscious operation.”

“Our shops, both short- and long-term, are where the Grana experience truly comes to life, as customers can experience the brand personality in the space, interact with the team, discover our online portal and realize that we take no shortcuts when it comes to quality or standards,” Grana said.

Looking ahead, the start-up plans to expand across the U.S. next year and launch more Fitting Room locations. Earlier this year, Grana closed a $1.5 million seed funding round from investors including Singapore’s Golden Gate Ventures. A previous round from luxury retailer Bluebell Group was valued at around $1 million.