American fast fashion brand Forever 21 to return to China soon

05 Aug '21

1 min read

Pic: JHVEPhoto / Shutterstock.com

American fast fashion brand Forever 21 is planning to return to China, after exiting the country in 2019, according to a post on the company’s official Weibo account. The company has authorised Lasonic Limited Xusheng Co. Ltd and its subsidiary, Xusheng Electrical (Shenzhen) Co., Ltd to be responsible for the brand’s business in the Asian country.

The brand is currently available in China on some e-retail platforms such as Vipshop and Pinduoduo, as per a report by the Business of Fashion.

The company is planning to open new stores across China as well as roll out its products on e-commerce channels in the country, it said in the post.

The latest comeback will be the third time Forever 21 enters China after a brief stint in 2008 and another in 2011, which ended with the brand exiting the country in 2019.

Forever 21 had filed for bankruptcy in September 2019 and was acquired by Authentic Brands Group (ABG), a global brand development, marketing and entertainment company, in Feb 2020.

The brand also made a comeback to the UK and other European nations through localised online stores in June last year.

Fibre2Fashion News Desk (KD)

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