The Forever 21 only applied for bankruptcy in the United States in March, now the fast fashion retailer wants to conquer the Chinese market again. The parent company Authentic Brands Group has reportedly teamed up with the local operator Chengdi in order to reintroduce the brand in the region for the fourth time.
This news was announced on a press day and reported on several news platforms, including Reuters. Chengdi, which partly belongs to the e-commerce platform Vipshop Holdings, said that the brand initially reintroduced in Shanghai and the focus is on the localization of the company to present Forever 21 Boys: Interior.
Authentic Brands Group also announced Reuters that a new partner was planned to reintroduce the brand in North America. Further announcements for this will be expected shortly. China and the United States should be the focus in the near future, according to the company in a message. It is also planned to open branches in 2026.
Forever 21 registered bankruptcy for the second time within six years and hired the company in the United States. The company named the stricter competition in the fast fashion sector and the weak announcement: internal frequency.
In China, Forever 21 completed the third reintroduction of his business in 2022 and operated some branches across the country. At the end of 2024, however, local media reported on the retreat of the brand.
This article was used with digital tools translated.
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