Benlai, a Chinese brand specializing in technical apparel, has recently inaugurated its first outlet in Langham Palace, Hong Kong. This move comes as the brand’s second venture outside China, following its successful establishment in Bangkok last year, demonstrating its ongoing expansion throughout Asia.
The Hong Kong store stands as a design-led, tranquil oasis amid the bustling atmosphere of the region. The exterior of the Langham Palace outlet, situated in Mong Kok, one of the most frequented and easily accessible shopping hotspots, merges warm wooden textures with a cutting-edge LED screen.
The store’s interior employs natural materials and the brand’s signature green color scheme to create a calming ambiance, encouraging customers to unwind and take their time.
Vivian Chen, CEO of the International Business Unit at FMG Group, the parent company of Benlai, maintains that Hong Kong’s unique fusion of Eastern and Western influences make it a critical fashion and lifestyle hub in Asia. After a fruitful launch in Thailand, establishing their first store in Hong Kong was a logical progression in their mission to deliver technical, comfortable fashion to a worldwide audience.
The store will showcase a variety of men’s and women’s apparel, as well as accessories designed for seamless transitioning between office, social, and outdoor settings, catering to all age groups. The selection will feature the brand’s Cool Breeze °C collection, characterized by quick-drying, UV-resistant, ultra-light fabrics, its plush, fluffy line, and its range of wrinkle-resistant clothing.
Benlai has set its sights on further growth in Asia’s critical lifestyle markets, leveraging its existing network of 35 stores worldwide.
What is the main focus of Benlai’s offerings?
Benlai focuses on delivering technical, comfortable fashion suitable for a variety of settings, from office environments to social gatherings and outdoor activities.
What is unique about the brand’s new Hong Kong store?
The new store in Hong Kong features a tranquil, design-inspired space that provides a contrast to the city’s fast-paced atmosphere. It aims to create a calming shopping experience for customers.
What is the future plan for Benlai’s expansion?
The brand plans to continue its expansion in Asia’s significant lifestyle markets, leveraging its already established network of 35 stores across the globe.
