German luxury automaker Porsche and its licensing and trading company Porsche Lizenz- und Handelsgesellschaft mbH & Co KG (PLH) intend to push the worldwide expansion of the Porsche Design brand and to introduce a new store concept along with new licenses, including men’s sportswear line, reports fibre2fashion.com.

The global expansion which will see the opening of 30 stores in major cities over the world will start with a 100 square metre store opening on January 19th in Berlin.

The store will offer luxury eyewear, leather goods, writing instruments, watches and shoes for men. Stores in Hamburg and Munich will be opened in 2005. In addition, the company intends to open franchise stores in about 50 major department stores worldwide.

“We have retouched the corporate design and developed a new stores concept, which will turn Porsche Design into a leading premium brand in the luxury market,” said the PHL’s General Manager, Siegmund Rudigier.

The company plans to diversify the brand into new products such as sporting goods, electronics, homeware, fragrances and clothing. Talks with potential partners to add new licenses to PHL’s existing ones are underway.