Chinese fashion brand Urban Revivo is making a bold move into Western markets, set to open its first US flagship store in New York’s Soho. The Guangzhou-based retailer, which already has more stores in China than Zara and H&M, plans 25 new outlets outside China this year, including two in London and several in Japan and the Middle East.
Founder Leo Li aims to accelerate overseas expansion, with 100 global stores by next year. To support growth, Urban Revivo is developing a supply chain outside China, starting production in Turkey for Europe and exploring local partners for the US.
Unlike Shein’s online-first strategy, Urban Revivo is betting on physical retail. Many Chinese brands have struggled to gain traction in Western markets, but Li believes leveraging China’s efficient supply chain and e-commerce expertise will give it a competitive edge over Zara and H&M.
Facing slowing domestic demand, Chinese apparel brands are pushing global growth. Li sees Western markets eventually making up 30 per cent of sales. By moving production closer to consumers, Urban Revivo aims to cut costs and stay competitive in fast fashion’s shifting landscape.
