Chinese fashion brand Urban Revivo opens in Bangkok, eyes New York, London

Chinese fast-fashion retailer Urban Revivo, which outbids Zara and H&M on its home turf, officially launched its largest overseas store on Thursday in Bangkok as it continues an international push that also includes upcoming stores in London and New York.

“We are striving to become the world’s most influential fashion brand, whether in China, Southeast Asia or the markets of Europe and the Americas,” said Leo Li Mingguang, chairman and CEO of parent company Fashion Momentum Group (FMG ), at a news conference in the Thai capital on Thursday.

The global approach can not only capture the spending power of global consumers, but also provide benefits such as early feedback that can help the company make adjustments to its product lineup and marketing strategy, Li said. It recently signed contracts for planned locations in New York and London.

“Chinese companies often focus on achieving significant scale domestically before expanding overseas, which is a valid strategy,” Li said. “But if you look at U.S. brands, many are global from day one.”

FMG is reportedly planning to raise more than $100 million through an initial public offering in Hong Kong. FMG declined to provide details on the timing of the listing.

The Urban Revivo store at One Bangkok in the heart of the city spans nearly 3,000 square meters. Nearby is the first overseas location of Benlai, the FMG casual brand that emphasizes sustainable materials and enhanced functionality. The simultaneously unveiled Benlai store spans 1,286 square meters.

Li likes the brands’ chances in the international arena.