A leading women's fashion brand in Taiwan opened its biggest and first-ever overseas store in Singapore, in an aim to introduce Taiwanese fashion to more international shoppers. 'iROO' (pronounced ee-row) , established by a group of fashion designers in Banciao City of Taipei County in 1999, operates 70 stores in Taiwan. The 4,200 -square-feet flagship store at the Marina Bay Sands in Singapore is the label's first foray out of Taiwan, the company said. 'We hope to use the location in Singapore to introduce our brand and quality to international markets, and make more international consumers love the Taiwanese brand, ' said Julia Liao, regional director of iROO International Pte Ltd., at the flagship store's opening ceremony Friday night. Vanessa Shih, Taiwan's top government representative in Singapore, said at the ceremony that the Taiwanese government has been supporting local businesses to develop their brands. iROO sets a good example for other Taiwanese fashion designers in taking their brands to overseas markets, Shih said. Setting up a shop in Singapore is a great strategy for iROO, Shih added. More than 10 million people visit Singapore every year, and the city state attracts a lot of international leading luxury labels, Shih said. The Taiwanese fashion brand is known for its 'no-discount' policy and launches new designs for cosmopolitan women every week, according to the company's website. 