In December, two prominent brands under Fashion Movement Group Co., Ltd. (FMG)—the global fast-fashion brand URBAN REVIVO (UR) and the functional tech-leisurewear pioneer BENLAI—unveiled large-scale new stores at the landmark One Bangkok Mall in Bangkok, Thailand.
FMG stated that this marks a solid step forward in the group’s globalization efforts. To date, FMG Group operates nearly 20 stores abroad, spanning Singapore, Malaysia, the Philippines, Vietnam, Thailand, and more.
On December 12, FMG’s Chairman and CEO, Li Mingguang, revealed during the Bangkok store opening event that the company will focus on entering top global cities like New York and London by 2025. Additionally, FMG plans to achieve full coverage of key Asia-Pacific markets, including Malaysia, Thailand, and Japan, within two years through direct operations and franchising. The group aims to surpass 200 overseas stores in five years.
This strategic expansion underscores FMG’s vision and commitment to building a global fashion powerhouse and bringing quality Chinese fashion products to wider international markets.
UR at One Bangkok Mall
BENLAI at One Bangkok Mall
UR’s Largest Overseas Store Spanning Nearly 3,000 Square Meters
Since opening its first overseas store in Singapore in 2016, UR has rapidly expanded its presence in international markets, establishing nearly 20 physical stores across Singapore, Malaysia, Thailand, the Philippines, and Vietnam, while also reaching European and American markets through online channels.
The newly opened UR store at One Bangkok Mall in Thailand is its largest overseas store to date, covering a total area of nearly 3,000 square meters. It features an extensive range of categories, including men’s and women’s apparel and accessories. The women’s collection spans styles such as fashion, casual, and urban, while the men’s line includes five distinct series.
In line with its “a unique design for every store” concept, UR has incorporated Thailand’s symbolic element—the orchid—into the store’s design. The orchid’s graceful form is fused with industrial T-shaped steel structures to create a striking large-scale art installation inside the store. The store’s exterior façade features dual-layer golden leaf patterns paired with multiple LED screens, creating a powerful visual impact. This design reflects UR’s respect and deep understanding of local culture, blending nature with modern civilization to craft a unique ambiance.
UR’s Bangkok Store Art Installation
BENLAI Flourishes Domestically and Internationally: Ten New Domestic Stores and Its First International Store
Launched in 2022 by FMG, BENLAI aims to redefine leisurewear through functional technology and sustainable fabrics, catering to versatile scenarios such as everyday casual, work-leisure, and light sportswear.
In November and December this year, BENLAI opened ten new stores domestically, quickly expanding to over 20 stores in major cities, including Suzhou, Guangzhou, Jining, Changsha, Zhengzhou, Xi’an, Shijiazhuang, and Beijing.
Following UR’s international expansion, BENLAI opened its first overseas store at One Bangkok Mall, occupying over 1,000 square meters. According to FMG’s Creative Director, Kang Li, the store’s design draws inspiration from the mortise-and-tenon structure of traditional Chinese architecture, blending warm wooden textures with futuristic LED elements. This design highlights the brand’s commitment to optimizing the clothing experience through quality and functional technology.
Using Bangkok as a starting point, FMG plans to expand BENLAI to more global markets gradually.
BENLAI’s First International Store
| Source: Official Press Release
| Images Credit: Provided by Brand
| Editor: LeZhi
