Forever 21 Targets China and North America Revival

Forever 21 is attempting a fourth entry into the Chinese market, Authentic Brands Group (ABG) announced, as the company looks to revive the fast-fashion retailer’s global footprint. ABG also plans to reveal a new partner for a North American relaunch in the coming months.

This renewed push follows Forever 21’s second bankruptcy filing in six years, announced in March, and its decision to scale back US operations amid surging online competition and waning mall traffic.

The brand originally entered China in 2008 but has withdrawn three times, most recently in 2024. Despite these challenges, ABG is pursuing a fresh strategy centered on localized marketing campaigns and new store openings slated for 2026.

For the relaunch, ABG has teamed up with Chengdi, a brand operator partially owned by e-commerce platform Vipshop Holdings. Chengdi plans to tailor operations for the Chinese market and target younger consumers through experiential campaigns, including music festival activations and high-visibility ads across major cities such as Shanghai.

ABG purchased Forever 21 out of bankruptcy in 2020. While Jamie Salter, CEO, previously called the acquisition a “mistake” during a 2023 presentation, the company now says he remains optimistic about the brand’s long-term prospects under ABG’s leadership.