“Opening Stores in Europe and the U.S. Is the True Test of Going Global!” URBAN REVIVO (hereafter referred to as “UR”) founder, FMG Group Chairman, and CEO Leo Li Mingguang remarked.
Manhattan, New York, is widely recognized as one of the world’s most concentrated hubs of commerce and finance. The SoHo district, located at the southern tip of Manhattan, is among New York’s hottest fashion districts. Known for its strong fashion presence and rich cultural and artistic atmosphere, SoHo has recently attracted numerous international fashion and luxury brands to establish flagship stores, including Hermès, Prada, Ralph Lauren, and H&M, making retail space highly competitive.
On February 28 (local time), Chinese fashion brand UR officially launched its first U.S. store here—a massive 2,855-square-meter “superstore”—situated among major international competitors such as fast fashion giant ZARA, trendy fast fashion label BM (Brandy Melville), and North American activewear brand Alo.
Above: UR’s flagship store in New York, USA
UR initiated its global expansion plan over a decade ago. Since opening its first overseas store in Singapore in 2016, the brand has continuously extended its international presence. By the end of last year, UR had opened its largest store in Southeast Asia, located in Bangkok’s prime shopping district. Currently, UR operates nearly 20 stores worldwide.
The globalization of Chinese fashion brands has entered a new phase of refinement. Beyond supply chains and capital—critical “hardware” elements, brands must now strengthen their capabilities in local operations, talent acquisition, product design, brand storytelling, and cultural expression to achieve sustainable success abroad.
UR’s milestone New York store provides a valuable case study of the strongest momentum behind Chinese fashion brands’ global expansion. In this Luxeplace article, we explore:
- What challenges do Chinese fashion brands face when expanding internationally?
- How can they build long-term relationships with local consumers?
- What key takeaways can UR’s New York store offer to other Chinese fashion brands?
“Opening Stores in Europe and the U.S. Is the True Test of Going Global!”
URBAN REVIVO (UR) has long been recognized in the industry for its exceptional store expansion capabilities, a strength that has been further solidified with the opening of its New York store.
UR’s New York store spans an impressive 2,855 square meters, featuring an open-concept layout designed to create a dynamic, interactive shopping experience.
While Chinese fashion brands venturing into the European and American markets is not new, launching a superstore of this scale remains rare. According to publicly available data, this UR store is currently the largest overseas store opened by a Chinese apparel brand.
Above: UR’s flagship store in New York, USA
Opening such a store in Manhattan, New York—where every inch of retail space is highly valuable— is not just a test of financial investment, operational efficiency, and brand strength; it also demands vision and courage from decision-makers.
“Opening stores in Europe and the U.S. is the true test of going global!” — Leo Li Mingguang, UR Founder, FMG Group Chairman & CEO
The fashion industry in Europe and the U.S. is more mature, with highly integrated markets that attract global opportunities while fostering intense competition among the world’s top brands.
As a global center for commerce, finance, and culture, Manhattan epitomizes this environment. Home to Wall Street, Broadway, and numerous Fortune 500 companies, its SoHo district is particularly renowned as a battleground for top fashion brands. Since the 1960s, SoHo has evolved from an artists’ enclave to a hub for avant-garde designers and international fashion powerhouses, cementing its status as a global fashion trendsetter.
Above: SoHo district, New York
For any fashion brand aspiring to compete on the global stage, establishing a presence in SoHo is a significant milestone.
UR’s nearly 3,000-square-meter superstore, located alongside industry giants like ZARA, BM (Brandy Melville), Lululemon, and Uniqlo, marks a major breakthrough—not only for UR but also for the globalization of Chinese fashion brands.
Above: UR’s flagship store on Broadway, New York, USA
Since its founding in 2006, UR has pursued a “luxury superstore” strategy, employing a “1,000 stores, 1,000 designs” approach to establish a distinctive brand identity in key markets.
For example, in February 2023, UR opened its fourth flagship store in China at Wujiang Road’s Four Seasons Square in Shanghai, spanning nearly 2,000 square meters. In late 2023, the brand launched its largest store in Southeast Asia, a 3,000-square-meter location in One Bangkok, Thailand. Both stores reflect UR’s commitment to large-scale, high-impact flagship locations. With over 400 stores worldwide, UR maintains strict standards for its “superstore” and flagship store expansions.
Above: UR’s Wujiang Road, Shanghai, store
UR’s global expansion has been a 10-year journey, beginning with Singapore and extending to markets like the Philippines, Thailand, Malaysia, and Vietnam. Meanwhile, the brand has also experienced rapid domestic growth, not only in retail expansion (both online and offline) but also in design, product development, and marketing.
Looking ahead, UR has further refined its store strategy, categorizing locations into “strategic stores” and “tactical stores.” Strategic stores are designed to showcase the brand’s image and positioning, while tactical stores focus on expanding market reach and driving sales growth. UR’s New York flagship store falls under the “strategic store” category, where larger spaces and prime locations serve as powerful brand statements, setting it apart from conventional retail stores.
Going Global Is More Than Just Opening Stores—How to Adapt for Long-Term Success?
Many Chinese fashion brands that have ventured into the European and American markets have struggled with “cultural mismatches,” leading some to eventually retreat.
As a new-generation pioneer in global expansion, UR now faces its next major challenge beyond store openings: How can it establish deep, long-term connections with local consumers?
UR approaches this by adopting a localized operational strategy, integrating store design, brand storytelling, talent acquisition, and product development—all essential “soft power” elements—to create a distinctive brand perception for overseas consumers.
Taking UR’s New York store as an example, the brand has incorporated SoHo’s historical and cultural identity into its spatial design, using contemporary design language to engage local consumers.
In the first half of the 20th century, SoHo was an industrial zone wedged between Manhattan’s booming commercial areas, earning the name “Cast Iron Historic District” due to its abundance of industrial buildings. However, as manufacturing declined, SoHo fell into neglect. It wasn’t until struggling artists moved in, repurposing vacant warehouses into art studios and covering industrial facades with graffiti, that the area developed its distinctive street-style aesthetic.
By the 1970s, the New York City government initiated a restoration project under the “preserve the old while revitalizing” approach. This effort retained SoHo’s historic industrial architecture while transforming it into a hub of modern art, creating a unique fusion of industrial heritage and contemporary creativity.
Above: Cast-iron architecture in SoHo, New York
UR’s “preserve the old while revitalizing” design philosophy aligns closely with SoHo’s historical evolution. The New York flagship store has restored and preserved original architectural elements such as red brick walls, pillars, and facades, while introducing modern color palettes and textures. This seamless blend of historical character and contemporary aesthetics not only reflects UR’s deep understanding of local culture, history, and lifestyle but also allows the brand to integrate naturally into the surrounding cultural landscape.
Above: UR’s flagship store in New York, USA
Additionally, UR’s New York store features art installations inspired by “fluidity and reconstruction.” Capturing the motion of a dancer’s ribbon, the installation symbolizes the interplay between freedom and structure in urban life, embodying UR’s interpretation of New York’s energy and contemporary art scene.
Above: Art installation inside UR’s New York store
To cater to U.S. consumer preferences, UR has also made significant product adjustments. According to the brand, nearly 40% of the products in the New York store are specifically designed for the U.S. market.
Beyond China, UR has also established a design center in London, assembling a 50-person European design team to stay closely aligned with local market aesthetics and fashion trends.
Above: Product selection at UR’s New York flagship store
With the physical store now firmly in place, UR plans to expand its overseas e-commerce operations. The brand has already launched a dedicated website and intends to develop an omnichannel strategy, integrating online and offline channels to better serve global consumers.
In a past interview, Li revealed that UR’s overseas digital strategy follows an inverse model compared to its domestic market: while UR’s China operations are primarily offline, the company aims for 70% of its overseas business to come from online sales in the future.
Going global allows brands to tap into broader international markets, but establishing a lasting presence in a foreign country requires a deep understanding of local culture and a unique brand interpretation. At the same time, brands must develop comprehensive operational strategies and maintain the commitment to long-term investment to succeed on a global stage.
Chinese Fashion Brands Have Reached New Milestones in Global Expansion—Will UR Lead the Way?
UR’s latest move represents more than just its own success—it builds on decades of trial and perseverance by Chinese fashion brands venturing into global markets.
Since the 1980s and 1990s, Chinese goods have entered international markets through trade. In the first 15 years of the 21st century, many homegrown brands experimented with overseas expansion, though these efforts remained in a “trial phase”—focused more on brand exposure and experience-building than full-scale international operations.
About a decade ago, Chinese fashion brands began leveraging cross-border e-commerce, social media, and international fashion weeks to amplify their presence and reshape their global image. Over the past few years, the pace of Chinese brands opening physical stores overseas has accelerated significantly.
However, failures have been inevitable. Successful global expansion requires not only a strong domestic supply chain but also robust “soft power”—including a well-defined brand strategy, operational expertise, and a deep understanding of foreign markets.
UR has built a solid foundation in both areas. Notably, beyond its brand and operational strength, UR’s agile supply chain gives it a competitive edge in the global market. Its “small-batch, quick-response” model enables the brand to release new products every two weeks, with a 7-to-15-day turnaround time. UR has also developed its own intelligent supply chain coordination platform, which facilitates global production capacity allocation and even market forecasting.
Above: UR’s Spring 2025 campaign
For the Chinese fashion industry, UR’s New York store opening is an encouraging milestone.
It validates the feasibility of Chinese fashion brands expanding overseas and demonstrates a long-term commitment to deepening global market presence. According to UR, the brand is set to open additional flagship stores in London, Tokyo, and Hong Kong this year, establishing its footprint in some of the world’s top fashion capitals. As Chinese fashion brands enter a new phase of globalization, UR is emerging as a pioneer and trailblazer.
More importantly, UR is not just exporting products or engaging in trade—it is exporting culture and business philosophy. From its fusion of Eastern and Western aesthetics in store and product design to its strategic branding and operations, UR showcases China’s artistic and cultural depth, as well as its full-scale industry expertise in commercial management and innovation.
This means UR’s global expansion will serve as a benchmark, inspiring countless Chinese brands to follow. As more Chinese fashion brands rise in the international market, the global fashion landscape is set to become more diverse and dynamic than ever before.
| Image Credit: Provided by the brand, Bonjour New York official website, NYC Tourism official website
| Editor: Zhu Ruoyu
