Chinese technical apparel brand Benlai has opened its first store in Hong Kong’s Langham Palace. 

This is the brand’s second store outside of Mainland China, with its first opening in Bangkok last year, furthering its expansion across Asia. 

The Hong Kong store offers a calm, design-led space, providing a contrast with the region’s fast-paced atmosphere. 

The exterior of the Langham store, located in one of Mong Kok’s busiest and most accessible shopping destinations, combines warm wooden textures with a sleek LED screen.

Natural materials and the brand’s signature green palette create a calming atmosphere, inviting customers to slow down.

“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 FMG Group, 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.”

The new store will feature a selection of menswear, womenswear and accessories designed to transition between office, social and outdoor settings, for all ages. 

The selection will include the brand’s Cool Breeze °C collection of quick-drying, UV-resistant, ultra-light fabrics, its soft and fluffy line and its wrinkle-resistant clothing line.

The brand plans to continue its expansion in Asia’s key lifestyle markets, building on its existing network of 35 stores globally.