Forever 21 Makes Fourth Attempt to Re-Enter China

Fourth Time’s the Charm? Forever 21’s China Comeback Forever 21’s relationship with the Chinese market has been complex since its initial launch in 2008.

After re-entering for a third time in 2022 and experimenting with brick-and-mortar stores outside of China’s fashion capitals, the brand wound down operations again late in 2024.

Yet, recent months have seen Forever 21’s trademark bright yellow branding reappear in China’s major cities, popping up at music festivals and plastered across the Shanghai metro, signaling its intent to make a splash in the world’s second-largest economy.

This time, Forever 21 hopes to avoid past missteps by partnering with Chengdi, a brand operator partly owned by e-commerce giant Vipshop Holdings. Chengdi is leading the charge to localise Forever 21’s operations, with plans to tailor collections, marketing, and store experiences specifically to Chinese tastes and youth culture…