Urban Revivo steps up global expansion after outgrowing Zara, H&M in China

Urban Revivo’s store count in China has reached about 420, outnumbering several of its global peers, Nikkei Asia reported.

Zara had 96 outlets in China as of January while H&M had about 300 at the end of its 2023 fiscal year.

Not only has the local brand, established in 2006 in Guangzhou and often referred to as "Zara’s apprentice" in China, outgrown its supposed mentor, but it has also claimed the title of top womenswear brand at Tmall’s 618 mid-year shopping festival, in both 2022 and 2023, according to Campaign Asia magazine.

The festival, which takes place on June 18 annually, is China’s second largest event in terms of sales.

While other players in the Chinese fast fashion market have been moving away from physical stores, Urban Revivo has made the most significant progress in offline expansion, according to China publication Dao Insights.

Its stores are crafted to captivate customers, who are mostly young women, with big mirrors, VIP fitting rooms, art and music.

Some outlets also incorporate digital technology, featuring display panels that enable customers to scan a shirt, explore suggested outfit pairings, and tap the screen to have selected items delivered directly to the fitting room.

It also focuses on personalizing its collections, like with its gender-neutral series DANNING and partnerships with independent designers, all while promoting a message of "breaking stereotypes and staying true to yourself."

The brand also localizes its products to appeal to consumers in the market.

"Brands such as Mo&Co and Urban Revivo offer everyday wear solutions for consumers [by] appreciating local trends not only of major cities but also smaller cities in China,"Lucrezia Seu, founder of Shanghai-based marketing agency Plush Consulting, told Business of Fashion magazine.

"They are able to nail the price point as well as style offerings and trends."

Having expanded in its home market, Urban Revivo is now looking to ramp up its global expansion plans.

It has set up multiple stores in Singapore, Malaysia, Thailand, Vietnam and the Philippines, and online channels in Europe and North America, according to its press release.

Leo Li, founding chairman and CEO of Urban Revivo’s parent company, Fashion Momentum Group, said the brand plans to open more than 20 overseas stores per year starting in 2025.

This could speed up to 50 outlets annually in the long term, he added.

A flagship store in the U.K. is scheduled to open on Neal Street in London's vibrant Covent Garden shopping district next spring, as reported by fashion industry trade journal Women's Wear Daily.

The company plans to establish brand recognition first through physical stores, then push for online sales with an aim for overseas revenue to exceed domestic sales.

Its supply chain will largely stay in China, but it has formed a London-based design team to create clothing specifically for the Western market.

Nonetheless, experts and Li acknowledge the challenges that lie ahead as Urban Revivo strengthens its global presence.

Li noted that tailoring designs to align with local consumer preferences was a key factor in Urban Revivo's success in China, and the brand could face challenges in this regard as it ventures into overseas markets.

Nicky Wang, CEO of consultancy We Red Bridge, said Urban Revivo will need to focus on constructing a global brand narrative that embraces its Chinese heritage while managing the diverse perceptions Western audiences hold about brands from China.