Forever 21 looks to resurrect China business
New partner could help North America relaunch
By: Casey Hall
Reuters
SHANGHAI - Fast fashion brand Forever 21 is making its fourth run at the Chinese market, having previously entered and exited the world's second-largest economy three times since 2008.
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Also in the brand's sights is a new partner to help relaunch in the North American market, with further announcements to come on that soon, according to Authentic Brans Group, the owner of Forever 21's global intellectual property.
..... China and the United States will be the focus for the near-term., authentic Brands said in a news release. In March, [2025] Forever 21 field for bankruptcy in the United States for the second time in six years and said it would wind down its domestic operations, hurt by mounting Online competition in the fast-fashion sector and weak mall traffic.
..... After relaunching its China business for the third time in 2022 and opening some brick-and-mortar stores outside of its fashion capitals, the business quietly would down again late in 2024, according to local media reports.
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But now, it's back and making some noise, with its bright yellow signature color popping up the major Chinese cites in recent months with marketing events at music festivals and Forever 21 advertisements plastering train interiors on Shanghai's metro.
..... This time around, Authentic brands is partnering with brand operator Chengdi, a company partly owned by e-commerce platform Vipshop Holdings. Chengdi said at a press day for the brand's relaunch in shanghai on August 28 [2025] that it will focus on localizing operations, introducing Forever 21 to a new generation of young consumers in China, and aims to open brick-and-mortar stores in 2026.
..... Last year, [2024] during a presentation, Authentic Brands CEO Jamie Salter said acquiring Forever 21, which was brought out of bankruptcy in 2020, was "probably the biggest mistake i made."
..... When asked about those comments last week, [08/28/2025] a spokesperson for Authentic Brands said Salter "ash always believed that (having Forever 21 as part of Authentic Brands Group) is a good idea and he still believes that."