Spanish fashion label Bershka, the sibling brand of Zara, has made its US debut, opening its first permanent store in the upscale Aventura Mall in North Miami.

Parent company Inditex said it chose the shopping center because of its strong appeal to Gen Z and millennial shoppers.

“Bershka has built a strong connection with US customers over many years through bershka.com,” said Dilip Patel, president of Inditex USA.

“This launch reflects Inditex’s selective growth strategy in action and our confidence in the opportunities we see in this market.”

In addition to the launch in Miami, Patel said the group plans to roll out more stores during coming months.

“Relying on our guiding principles, we are prioritizing selective and profitable growth to boost our presence in a region that continues to be key to our business,” he added.

 “We have exciting new projects underway, including in New York with the refurbishment of our iconic Fifth Avenue Zara store and the relocation of our Zara store on 34th Street.”