Chinese fast-fashion retailer BENLAI lands in HK

Chinese fast-fashion retailer BENLAI has landed in Hong Kong with its first store located at Langham Place. The new store is the brand's second footprint outside mainland China, following its successful debut in Bangkok in 2024. 
 
Located in Langham Place, one of Mong Kok’s busiest and most accessible shopping destinations, BENLAI’s new store is set to capture the attention of both local shoppers and international visitors with its strong commercial visibility in the heart of Hong Kong’s retail scene.  
 
Contrasting with the fast-paced atmosphere of the Hong Kong fashion district, the BENLAI store offers a calm, design-led space grounded in authenticity. The exterior combines warm wooden textures with a sleek LED screen and backdrop wall that reflect BENLAI’s pursuit of quality and innovation.  
 
Inside, natural materials and the brand’s signature green palette create a serene atmosphere that invites visitors to slow down and reconnect through apparel that merges comfort, performance, and style for modern urban life. 
 
Technical fabrics are at the core of BENLAI’s everyday wear, with collections designed to be both presentable and comfortable across a range of scenarios. The Hong Kong store features a curated selection of products designed to transition seamlessly between office, social, and outdoor settings, making them perfectly suited to the rhythms of modern urban life.  
 
Catering to consumers of all ages, the store includes products from menswear, womenswear, and accessories such as hats, bags, scarves, and cooling sleeves. 
 
The store also debuts two new lines - the Soft and Fluffy Series, offering soft, breathable, and highly elastic pieces for commuting, leisure, and light activity, and the Wrinkle-resistant Clothing Line featuring easy-care clothing that combines tailored structures with activewear stretch and weather-adaptive features for autumn and winter wear. 

“With its dynamic blend of East and West, Hong Kong is a key fashion and lifestyle hub for Asia," said Vivian Chen, CEO of the international business unit at Fashion Momentum Group (FMG), the parent company of BENLAI. “Following our successful launch in Thailand, the opening of our first store in Hong Kong is a natural next step in our journey to bring technical and comfortable fashion to a global audience."
 
Chen added, “Hong Kong is a city where you can easily get to the countryside within 30 minutes. With that, customers embrace versatile fashion, simple and sustainable fashion, perfectly aligned with our philosophy of reimagining wardrobe essentials through high-performance fabrics. We see Hong Kong as a window to showcase to local consumers and global visitors our modern lifestyle and values as an original Asian brand."   
       
She said BENLAI’s Hong Kong regional headquarters will support key functions such as finance, retail and operations, and serve as a base for our expansion into Southeast Asia and other overseas markets. “As one of the important international cities in Asia, we will continue to leverage Hong Kong's strategic advantages - including its robust supply chain ecosystem - to increase our global visibility and lay the groundwork for entering more mature markets." 
 
Arnold Lau, associate director-general of investment promotion at InvestHK, said, "We are pleased to welcome FMG as they expand their investment in Hong Kong. The introduction of a new fashion brand, BENLAI, not only shows the Group's confidence in Hong Kong's retail market, but also reflects the city's unique role as a bridge between the Mainland and worldwide markets, making it an ideal base for regional coordination and international growth. We wish it every success in Hong Kong and beyond." 
 
Founded in 2022 by FMG, BENLAI is redefining casual wear through functional, comfort-focused, and versatile apparel designed for modern urban life. Building on its existing network of 33 stores and the recent Thailand and Hong Kong openings, the brand will continue its expansion in Asia’s key lifestyle markets.

MARKETING-INTERACTIVE has reached out to BENLAI for more information.

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