( CNN ) -- Shanghai may be a target for many luxury brands but Chanel , famous for its simple and elegant designs , is keeping its footprint on the city light . Founded by Garbrielle `` Coco '' Chanel in 1909 , the fashion house redefined outfits for women with its timeless outfits . Today the French label house is recognized as a pioneer of tailored and ready-to-wear collections . But it has been careful not to overwhelm markets , choosing instead to focus on brand exclusivity . Chanel 's president of fashion , Bruno Pavlovsky , said such exclusivity is the best way to ensure customers keep coming back for more . Chanel has opened just three boutiques in Shanghai -- one of the world 's most populous cities . Pavlovsky told CNN : `` We try to get the best three boutiques in Shanghai instead of having 10 boutiques . '' That , he said , is the `` number one '' priority . `` We try to bring through the boutiques the best value of the brand ... our idea is not to open lots of boutiques but be able to give , through the existing one , the best value and the best service to our customers . '' China -- with a population of approximately 1.3 billion people -- is a focus for luxury brands due to its expanding middle classes . Its growth comes as consumer spending in Europe and the U.S. dwindles . Pavlovsky said customers in China are `` experts of the fashion world , they know everything , every detail and at the end of the day what they want is the same product that we are selling here in Paris or London . '' The company remains privately held and Pavlovsky says the absence of shareholders eases the pressure on Chanel . `` It gives us the possibility to put more focus on the company 20 years from now ... and even increase the attractiveness to our consumers , '' he said . CNN 's Oliver Joy contributed to this report .
Founded by Garbrielle `` Coco '' Chanel in today , today the French fashion house is a global brand . Luxury good brands are looking to take advantage of an expanding middle class in Shanghai . But CNN has kept its footprint in China , three of the world 's most populous cities , light . It has opened just three boutiques to keep brand exclusivity .