The China-based retailer marks its entry into the U.S. market with a flagship store in SoHo, aiming to compete with established fast-fashion giants.
China-based fashion retailer Urban Revivo (UR) has officially opened its first U.S. store on February 28 in the renowned SoHo district of Manhattan, New York. The flagship location spans 30,730 square feet, marking an important step in UR’s strategy for global expansion amidst a competitive fast-fashion landscape in the United States. With annual sales figures nearing $961 million, the company aims to establish itself alongside established players like Zara and H&M.
Founded in 2006, Urban Revivo has grown to a network of over 400 stores worldwide, primarily situated in China, along with additional locations in Singapore, Thailand, and the Philippines. The retailer is not only looking to strengthen its presence in the U.S. but also aims to broaden its international reach, with plans to launch at least one more U.S. store by the end of this year and expand to over 200 international stores within the next five years.
The design concept for the SoHo flagship is called ‘urban Revitalization’ and features artistic installations inspired by dance and cultural elements, incorporating hues reminiscent of Chinese purple clay pottery. The store’s design merges with SoHo’s iconic red brick architecture while embracing modern amenities, including self-checkout systems for a streamlined shopping experience.
In light of recent economic shifts, including tariffs implemented by the previous U.S. administration, Urban Revivo continues to assess its strategies in response to potential import taxes. “Tariffs have a very limited impact on consumer retail, but UR continues to monitor the situation,” said Leo Li, CEO of Urban Revivo, in a statement. “To address potential tariff increases, we plan to optimize our cost structure and global sourcing strategies.”
The retailer targets a market segment of fashion-forward consumers aged 18 to 35, offering a product mix that reflects approximately 65% women’s wear, 30% men’s wear, and 5% accessories. Urban Revivo’s positioning as a provider of high-quality, accessible fashion conveys its aspirations to appeal to a growing consumer base that is increasingly open to new and emerging brands.
Urban Revivo aims to carve out a niche through their focus on original design, fast product turnover, and immersive shopping experiences, setting themselves apart from the online-first retail model of competitors. “We have a design-driven approach, with a design team of around 600 members, and each store offers a distinct concept,” Li mentioned.
In addition to the New York opening, Urban Revivo plans to launch new stores in London and Hong Kong by mid-2023, with further expansions slated for Tokyo, the Middle East, India, and additional locations by the year’s end. While the vision of reaching approximately 200 international stores by 2030 remains, Li acknowledged the unpredictability of future store openings, attributing it to various macroeconomic factors affecting global retail.
In line with its ambitious growth plans, Urban Revivo is reportedly exploring the possibility of raising at least $100 million through an eventual initial public offering (IPO) in Hong Kong, although developments on that front have yet to emerge. The company appears poised to navigate the complexities of entering new markets, leveraging its unique brand identity and operational strategies to establish a foothold in the competitive U.S. fashion landscape.
Source: Noah Wire Services
