Chinese fast-fashion retailer Urban Revivo is set to open a nearly 2,700-square-meter store in London, marking its second opening in the city this year as it accelerates its international expansion. Often compared to Zara, the brand is part of a growing wave of Chinese consumer companies seeking growth overseas amid softer domestic demand driven by a prolonged property slump and concerns over wages and job security.
Urban Revivo, founded in 2006, operates more than 400 stores worldwide, offering affordable apparel. The company has outlined plans to launch 200 additional overseas outlets over the next five years, with recent openings in New York, Hong Kong, and London, as well as a network of 20 stores across Southeast Asia.
Leo Li, chairman and CEO of parent company Fashion Momentum Group (FMG), said that the brand’s global ambitions had been part of its strategy from the beginning rather than a reaction to current economic conditions in China. He acknowledged that product development remained one of the most challenging aspects, particularly when adapting to European and American markets. To address this, Urban Revivo opened a European design center in 2024 to align its offerings with Western consumer tastes and avoid missteps similar to those Western retailers faced when entering China.
FMG, headquartered in Guangzhou, reported sales of US $ 979 million in 2023. The group aims to achieve at least US $ 698 million in overseas revenue by 2030 and is also considering a potential public listing, though no timeline has been confirmed. Li indicated that while an IPO is certain in the company’s future, details on timing remain undecided.
