Fast-fashion brand, Forever 21 is attempting to make a fourth comeback in China after three previous failed attempts. Owned by Authentic Brands Group, the brand is also hunting for a new partner to help it re-launch in the North American market.

The company plans to focus on China and the US on immediate basis. This latest effort follows a period of significant struggle for the brand. In March, Forever 21 filed for bankruptcy in the US for the second time in six years, a consequence of increasing online competition and dwindling foot traffic at malls. The brand subsequently decided to close its domestic operations. Its previous attempt to re-enter China in 2022, which included opening some physical stores, quietly fizzled out by late 2024.

Now, the brand is back with a fresh strategy. It has launched marketing campaigns at music festivals and advertisements on Shanghai's subway system. For this initiative, Authentic Brands is partnering with brand operator Chengdi, a company partially owned by the e-commerce platform Vipshop Holdings, Chengdi will focus on localizing operations, targeting a new generation of young Chinese consumers, and also open physical stores in 2026.

Last year, Jamie Salter, CEO, Authentic Brands Group, reportedly called the 2020 acquisition of Forever 21 probably the biggest mistake he made. When asked about those comments, a spokesperson for Authentic Brands maintained, Salter has always believed that having Forever 21 as part of Authentic Brands Group is a good idea and he still believes that.