Chinese underwear brand Ubras’ youth sub-brand Likeuu is opening its first national store in Beijing, located at the Blue Harbor. The store is set to officially open in mid to late April, marking Likeuu’s debut as an independent store. Established in 2021, Likeuu specializes in underwear for girls aged eight to 15, with bra prices mostly around 100 RMB ($13.92). The move reflects the growing trend of vertical segmentation in the underwear industry, with Likeuu targeting specific age groups with its products.