Fashion Apparel/URBAN REVIVO

Editorial Staff

FMG Group, a Chinese fashion company, recently opened the first overseas store of BENLAI outside China at the Parade zone of One Bangkok project, saying Thai market has showed a big business potential.

It is the first opening of BENLAI store in Southeast Asia store and its first overseas store outside China. It occupies 1,286 square meters on the ground floor of the mall. Designed with the core concept of "authenticity," it presents the purest beauty and meaning of clothing through raw materials, natural colors, and basic forms. The exterior facade design is inspired by the mortise and tenon structure of traditional Chinese architecture, combining warm wooden textures with futuristic LED elements, showcasing the brand's pursuit of quality and technology.

As a casual light outdoor wear brand, BENLAI integrates high-tech fabrics with innovative craftsmanship, providing functional, comfortable, and durable clothing. The brand’s style returns to authenticity, advocating for a natural and healthy lifestyle, catering to various wearing needs from life, work, leisure, and sports.

BENLAI focuses on the casual wear segment, providing high-quality casual options for consumers through performance technology and sustainable fabrics. Taking its debut overseas store in Thailand as a starting point, BENLAI plans to gradually expand into more global markets, aiming to open 5 to 10 new stores across Hong Kong and Southeast Asia.

“Thailand was chosen as the first country outside China for because the location is proper for commercial, the country has various people and dynamic demand so that we would like to market our products to know the demand before expanding into this region,” FMG Group Chairman and CEO Leo Li said.

URBAN REVIVO opens its largest Thai store at One Bangkok

In addition to BENLAI, FMG Group has also opened the largest store nationwide of the popular premium diverse brand URBAN REVIVO (UR) at One Bangkok.

UR's new store at One Bangkok is its largest in Thailand, spanning nearly 3,000 square meters across the ground and first floor of the complex. The store design revolves around the brand's concept of openness and diversity, showcasing the coexistence of conflict and harmony by blending history with the future, the city with nature, and fashion with humanity.

UR's products combine creativity and accessibility with the high quality of luxury brands, emphasizing originality, design, and sustainability. The brand's style is modern, avant-garde, and bold, advocating for diversity and internationalization. Its styles bring a fashionable twist to daily urban life for 18 to 35s and beyond.

UR and BENLAI are both part of the FMG Group, with each brand featuring distinct styles and functions, achieving differentiated positioning. UR focuses on fashion, emphasizing design and diverse styles; while BENLAI centers on tech-casual wear, delivering comfort and functionality. Together, they cover different consumer groups and scenarios, realizing FMG Group's comprehensive layout in the fashion industry.

UR's expansion in the Thai market began with offline stores, and it has already opened multiple locations.

Currently, UR has over 400 stores in China, Singapore, Malaysia, Thailand, the Philippines and Vietnam. Meanwhile, UR has also made remarkable online sales network progress, extending into Europe, North America, and other international markets.

In 2025, the company plans to open UR stores in New York, London, Tokyo and Hong Kong. Its business will be expanded via its own investment and franchise. The company expects to operate of 200 stores abroad within the next five years.

“FMG has always been committed to fostering a global presence, and the successful openings of UR and BENLAI at One Bangkok mark a significant milestone in our internationalization journey. Looking ahead, the FMG Group will continue to expand in the Thai market while accelerating its globalization efforts. Through continuous innovation and expansion, FMG aims to provide global consumers with more diversified and high-quality fashion options,” Mr Li said.