Chinese fast fashion brand Urban Revivo (UR) is set to open a 3,000 sqm flagship store in Beijing’s Sanlitun by late 2025, shifting from peripheral locations to a core commercial district. UR is accelerating global expansion. It has opened a New York SoHo store and is preparing for Hong Kong and London locations. Meanwhile, parent company FMG Group is exploring lower-tier domestic markets with budget-focused brand OF. UR faces challenges including cautious domestic consumption, trade tensions, and supply chain adaptation.