Urban Revivo Goes Global: China’s Answer to Zara Eyes Western Market Revival

Chinese fast-fashion brand Urban Revivo is accelerating its global expansion with a renewed push into London and New York, aiming to compete with major players like Zara and H&M. This move is part of a broader trend among Chinese companies—from toy maker Pop Mart to EV giant BYD—seeking growth beyond an increasingly saturated home market.

Founder Li Mingguang, who established parent company Fashion Momentum Group in 2006, described the strategy as a “restart” of its international ambitions, using London and New York as key global hubs. Urban Revivo recently launched a 30,000-square-foot flagship store in London’s Westfield mall, alongside outlets in Covent Garden and New York’s Soho. The company had previously opened a London store in 2018 but shuttered it during the pandemic.

Li compared the current expansion to Urban Revivo’s early success in Shanghai in 2008, noting that the brand once again faces the challenge of building recognition from zero. Since its founding, the retailer has grown to about 400 stores across China and 23 overseas, beginning with Singapore in 2016. Its retail experience, from store layout to design, mirrors Western models like Zara, though Li emphasizes that Urban Revivo’s designs are localized to suit regional tastes and body types.

While “fast fashion” in China has often been associated with low quality, Li said the company has focused on improving standards, adding that “quality comes first.” Urban Revivo generated roughly 6 billion yuan ($840 million) in revenue in 2022 and aims to reach 5 billion yuan ($690 million) in international revenue by 2030.

Despite its smaller scale compared to Zara—whose 2023 revenue reached €28 billion—Urban Revivo is positioning itself as a mid-tier, “affordable” fashion label, with prices in China ranging from 99 yuan for a T-shirt to 199 yuan for trousers. Domestically, it continues to strengthen its brand with new flagship stores in Nanjing (2023) and Beijing (2024).

All of its products are currently manufactured in China, though Li revealed potential future production sites in Türkiye, Morocco, and Vietnam to diversify supply chains. He acknowledged the fierce competition in China’s fashion sector but insisted that international growth is part of a long-term vision spanning 30 to 50 years.

“Our goal isn’t just to respond to short-term shifts,” Li said. “Expanding overseas forces us to evolve — to make products truly global and ready for the future of fashion.”