The brand first attempted to enter the market in 2008 but left shortly afterward. It tried again in 2011 but had to leave the market in April 2019 due to stiff competition from local players.
This time, the brand went with a licensing model, as it has authorized Lasonic Limited Xusheng Co. Ltd. and its subsidiary, Xusheng Electrical Co. Ltd., to manage its operation within the Chinese market, according to an announcement published on Forever 21’s WeChat account. The brand was bought out of bankruptcy by Simon Property Group, Authentic Brands Group and Brookfield Property Partners for $81 million in February 2020. Its international business is being handled by licensing specialist ABG.
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