Curious Shanghainese massed in their thousands to spend their new-found wealth at Marks & Spencer’s first store in China, making a rush for the lingerie and shelves of biscuits and jams as security guards let shoppers through the door in groups.

The 40,000 sq ft store on Nanjing West Road — the equivalent of a prime Oxford Street location — is the largest in Asia. Marks & Spencer clearly hopes it will not be the last. Ignoring the bad news at home for the high street group, Richard Sweet, managing director for China, said: “We see China as an exciting long-term opportunity and the Shanghai store is our first step into a market that has real potential.”

For Chinese shoppers the experience replicates what they would find in any store from Durham to Dubai — a strategic decision by Marks & Spencer to play on its reputation as a purveyor of tradition to attract consumers who still see Britain as a nation of gentlemen in bowler hats queuing in the fog.

China has been a graveyard for many a foreign retailer — this store stands where a Muji outlet once operated. But Mr Sweet has a ready answer for sceptics: 30 per cent of the customers at the ten stores in Hong Kong are from the mainland.

The Shanghai opening underscores a determination to develop international sales. The group has said it plans to expand international business to between 15 and 20 per cent of total revenues within the next few years. The proportion was just under 8 per cent in the year ended in March.

Mr Sweet declined to say when and where more stores might open in mainland China. “It’s only our day one. I’m very happy with what I see today. But we may wait till day 200 or day 300 to make a substantial decision. There are lots of possibilities.”

However, it is possible that Beijing could host the next opening — even as early as January — if Marks & Spencer can reach agreement on property use rights within one of the city’s big malls, sources told The Times.

Mr Sweet recognised the need to satisfy shoppers renowned for their eye for a bargain. He said: “Shanghai people are demanding consumers and they are highly conscious of price and quality.” The company’s focus was clear: the Chinese middle class whose income has grown rapidly over the past few years.

The Shanghai store stocks a broad range of products, from cashmere sweaters to machine washable shirts, and has one of the widest food ranges of any international store, with 1,000 lines including a full wine shop. Mr. Sweet said he expected men’s formal shirts, suits, biscuits and puddings to be particular hits.

But on day one there was no denying the popularity of women’s underwear. Jin Huazhen, 22, soon found lingerie to her taste. “This store is a lot bigger than those I’ve been to in France. And the goods here are more suitable for young people.” She headed off to pay for the packet of tights and two sets of bras and knickers in her basket.

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