American fashion brand Guess is staging a comeback in China after shuttering all its stores at the end of March 2026. The brand has appointed Hangzhou Ruisi Haishang (锐思海尚) as its core licensee for mainland China, covering women’s, men’s, and children’s wear. Guess will prioritize e-commerce alongside experiential retail, focusing on localized products and its jeans identity. Authentic Brands Group, which completed its acquisition of a majority stake in Guess’ IP in early 2026, called this its first strategic move for the brand in mainland China. Analysts note the new partners lack proven experience operating a major international fashion brand at scale.

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