Forever 21 Seeks Revival in China and North America with New Partnerships

Forever 21 is relaunching its China business with new partner Chengdi, a company partly owned by e-commerce platform Vipshop Holdings. The brand also plans to relaunch in the North American market with a new partner, with further announcements to come. The relaunch in China will focus on localizing operations and introducing Forever 21 to a new generation of young consumers, with plans to open bricks-and-mortar stores in 2026.

Fast fashion retailer Forever 21 is making a significant comeback in the Chinese market with a new partner, Chengdi, a company partly owned by e-commerce platform Vipshop Holdings. The brand, which has previously struggled with market entry and exit in both China and the United States, is now focused on localizing operations and targeting a new generation of young consumers in China. Additionally, Forever 21 plans to relaunch in the North American market with a new partner, with further announcements to come.

The relaunch in China is set to open bricks-and-mortar stores in 2026, following the brand's third exit from the market in late 2024. Chengdi, which will oversee the operations, aims to introduce Forever 21 to a new generation of young consumers by focusing on localizing operations and leveraging the brand's signature bright yellow color in marketing events and advertisements on Shanghai's metro trains.

In the United States, Forever 21 filed for bankruptcy in March 2025 for the second time in six years, citing mounting online competition and weak mall traffic. The brand's owner, Authentic Brands Group, has not wavered in its belief that the acquisition of Forever 21 was a strategic move, despite initial setbacks.

As Forever 21 looks to resurrect its China and North American businesses, investors and financial professionals are keeping a close eye on the brand's ability to adapt to changing market dynamics and consumer preferences. The success of this relaunch will be a critical indicator of the brand's ability to compete in the fast-fashion sector.

References:
[1] https://www.tradingview.com/news/reuters.com,2025:newsml_L8N3UK1RM:0-forever-21-looks-to-resurrect-china-north-america-business-with-new-partners/
[2] https://www.investing.com/news/stock-market-news/forever-21-looks-to-resurrect-china-north-america-business-with-new-partners-4215880