in China, Southeast Asia and, most recently, the US. “This year marks a crucial milestone for Urban Revivo as we enter the European and American markets,” Vivian Chen, CEO of Urban Revivo International, told Inside Retail.  From Asia to Europe The brand’s expansion at Covent Garden follows its debut in New York’s SoHo district in February, and precedes additional planned entries into fashion capitals such as Hong Kong and Tokyo. Working with real estate advisor Savills, the retailer secured a five-year lease with landlord HIH Invest Neal Street Limited, while Cushman & Wakefield served as the landlord’s advisor. “Covent Garden, one of London’s most vibrant and fashionable commercial centres, is where many leading international and emerging fashion brands are located. It provides the perfect setting for Urban Revivo to engage with the cutting edge of London’s fashion scene.” According to Chen, new brands face higher barriers to entry, and customers often need more time to build trust and familiarity with something new. Approximately 60 per cent of the Covent Garden store’s offerings are designed by the company’s London-based European Design Center, reflecting what the brand calls a “quiet luxury” aesthetic. The executive said the company sees the European aesthetic as a blend of timeless sophistication and subtle individuality and consumers tend to value longevity in design, quiet luxury and a clear brand identity. “This differs quite a bit from what we see in many Asian markets, especially China, where the pace of fashion is faster, and consumers are highly responsive to newness, social media-driven trends and brand experimentation,” said Chen.  “Ultimately, we see this aesthetic alignment not as a departure from Urban Revivo’s DNA, but as a natural extension, adapting our brand language to resonate more meaningfully with the European mindset.” With design centres in both Guangzhou and London, the company is building a two-way bridge between East and West, betting that its cross-market insight can yield a more globally resonant brand. “Currently, Urban Revivo has a broad and established consumer base in Asia, supported by a well-developed system for consumer research and feedback, as well as tens of millions of members. We plan to replicate this successful operation in the UK and European markets, adapting it to local conditions,” she said.  Still, Europe is a notoriously tough nut to crack. “Europe is at the heart of the global fashion industry, home to three major fashion capitals and a rich tradition of art and fashion. Consumers here have avant-garde perspectives on cultural trends and the purchasing power to invest in aesthetics and culture,” she said.  “Whether influencing fashion trends across Europe from London or shaping the global fashion industry starting in Europe, winning the favour of European consumers will position Urban Revivo as a key player in the global market. Our success in the UK market has provided a solid foundation for expanding into the broader European market and other new regions.” Despite its tailored approach, Urban Revivo remains unapologetically fast. From trend to retail shelf in 10 days, its vertically integrated supply chain rivals the speed of fashion’s fastest giants. Yet, unlike traditional fast fashion brands that flood stores with high-volume, high-turnover SKUs, Urban Revivo’s strategy is more measured. The London store, for example, carries just 800 SKUs.  Global expansion While London and New York have garnered the spotlight, Urban Revivo’s expansion into two of Asia’s most mature and style-conscious markets, Hong Kong and Tokyo, may be just as telling of its long-term strategy. Urban Revivo will open its new Hong Kong flagship in Harbour City, a premier luxury shopping destination nestled in Tsim Sha Tsui. “The store’s interior design has been completed, and it will open soon,” the executive disclosed.  Further north, Tokyo is next. Urban Revivo’s debut store in Japan’s fashion capital is slated to open by the end of this year, with construction in its final stages. “Both markets are highly mature and developed, with a strong international presence. We are truly excited about these upcoming openings,” Chen said.  Further reading: Urban Revivo parent FMG ramps up with store openings in One Bangkok.