Fast fashion retailer Forever 21 is preparing for its fourth entry into China, with parent company Authentic Brands Group (ABG) partnering with local operator Chengdi to roll out the brand in the region.
The announcement was made during a press event and reported by outlets including Reuters. Chengdi, which is partly owned by e-commerce platform Vipshop Holdings, said it will relaunch Forever 21 in Shanghai and focus on localising operations to appeal to younger consumers.
ABG also told Reuters that it plans to appoint a new partner to support Forever 21’s relaunch in North America, with further announcements expected soon. In a press release, the company said its near-term priorities will be the US and China, with plans to open physical stores in 2026.
Forever 21, once a major player in global fast fashion, has faced repeated setbacks. The brand filed for bankruptcy in March this year—the second time in six years—and began winding down its US operations, citing weak footfall and intensifying competition in the sector.
The company has also struggled in China. After three previous attempts, including a 2022 relaunch that saw the opening of several physical stores, Forever 21 exited the market again in late 2024, according to local media reports.
