Multibrand streetwear retailer, Knowin, which stocks brands such as Off-White and We11done Be@rbrick at its two stores in Shanghai and Chengdu, has raised nearly 200 million yuan ($31.07 million) in series A financing led by Matrix Partners, Sky 9 Capital and Zhen Fund, according to Chinese business media outlet, Brandstar.

Knowin, which refers to its stores as “street style labs”, targets young Chinese consumers and sells products from sneakers to clothing, accessories and toys. Each of its stores boasts sales revenue of more than 10 million yuan ($1.55 million) per month.

Bilibili, a Chinese video platform beloved by young users, has previously invested in the retailer, and Bilibili-affiliated merchandise is also stocked in Knowin stores. The two say they will deepen their offline cooperation in the future.