China’s Urban Revivo will open a nearly 2,700-square-meter store in London on Wednesday, marking its second opening in the city this year, as the fast-fashion brand often compared to Zara intensifies its global push.

The Guangzhou-based label is part of a rising wave of Chinese consumer companies—including coffee chain Luckin and designer toy maker Pop Mart—seeking international growth amid weaker domestic demand. A prolonged property downturn and concerns over job and wage security have dampened consumer confidence at home.

Urban Revivo currently operates more than 400 stores worldwide, offering pieces such as tops for 130 yuan ($18.17) and sundresses for 350 yuan ($48.93). The company has announced plans to open 200 additional overseas stores over the next five years. So far this year, it has launched locations in New York, Hong Kong, and London, with around 20 more stores already operating across Southeast Asia.

Leo Li, chairman and CEO of the parent company Fashion Momentum Group (FMG), stated that the global vision was embedded in the brand’s DNA from its founding in 2006 and was not a reactive decision made due to China’s economic slowdown.

FMG, headquartered in southern China’s Guangzhou, reported sales of 7 billion yuan ($978.62 million) in 2023, according to media sources. The group aims to generate at least 5 billion yuan in overseas revenue by 2030.

“Product development is probably the most challenging aspect for us, especially when entering the European and American markets,” said Li.

To address that challenge, Urban Revivo opened a European design center in 2024 to develop products aligned with Western consumer preferences and to avoid the localization pitfalls Western brands have experienced in China.

Still, the road to international growth may come with hurdles. Gabor Holch, founder of consultancy East-West Leadership, warned that social and environmental standards, political tensions, and data regulations could pose challenges.

“One of the main secrets of success for Inditex and H&M is a very strongly data-driven business model. When Chinese companies step out of China, they have to start learning about (the overseas data environment) from basically zero,” said Holch.

However, some see the brand’s Chinese origins as less of a concern than in the past. Chengcheng Li, account manager at global advertising agency SuperHeroes, believes today’s consumers care more about emotional relevance than geographic origin.

“People nowadays don’t really care whether a product is from Europe, the U.S., or from Asia,” she said. “As long as they have something that resonates with them emotionally.”

Urban Revivo’s parent company, FMG, is also reportedly considering a public listing. While no specific timeline has been confirmed, CEO Leo Li noted, “It’s definitely something we are going to do, but there is no specific timetable … it may not be too long away.”