Forever 21 Plans Relaunch in China, North America with New Partners

Forever 21 is preparing its fourth attempt to establish a presence in the Chinese market, partnering with Chengdi, a brand operator partly owned by e-commerce platform Vipshop Holdings, with plans to open physical stores by 2026 and focus on localizing operations for younger consumers. The brand has faced repeated challenges, having entered and exited China three times since 2008, and recently wound down its third relaunch in late 2024. Simultaneously, Forever 21's parent company, Authentic Brands Group, is seeking a new partner to relaunch the brand in North America following its bankruptcy filing in the U.S. in March 2025, marking the second bankruptcy in six years due to intense online competition and declining mall traffic. Despite past setbacks, including Authentic Brands CEO Jamie Salter calling the acquisition of Forever 21 a mistake, the company is making a renewed push in both China and the U.S., supported by marketing efforts such as festival pop-ups and metro advertisements in Shanghai. The relaunch efforts reflect the brand's strategy to compete against fast fashion rivals like Shein and Temu by adapting to changing consumer trends and retail landscapes.