GUANGZHOU — Fashion Momentum Group (FMG) is intensifying its efforts to expand its Benlai casualwear brand, positioning it as a competitor to international giants like Uniqlo and Gap.
The Benlai brand, which launched in 2022, is already making significant strides with 16 stores across major Chinese cities such as Beijing, Guangzhou, and Chengdu. FMG, known for its Urban Revivo brand—often compared to Zara—plans to significantly increase Benlai’s footprint, targeting the opening of 30 to 50 new stores annually starting in 2025.
Distinct from traditional casualwear lines, Benlai focuses on functional fashion with an emphasis on yoga pants and similar activewear, eschewing typical cotton garments and jeans. The stores, which range from 800 to 1,000 square meters, offer a range of t-shirts, jackets, and stretchable pants in minimalist designs. On average, customers spend between 300 and 400 yuan (approximately $42 to $56) per visit.
Leo Li, founder and CEO of FMG, highlighted that Benlai’s product selection is tailored to meet the growing demand for comfortable, functional clothing, setting it apart from conventional casualwear offerings.
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