Urban Revivo Builds a Scalable Multi-Brand R&D Collaboration Platform with Centric PLM

Urban Revivo has achieved remarkable success in R&D digitalization transformation through strategic phases of optimization. Centric PLM was instrumental in enabling breakthrough results at every stage.”  shares Mr. Jiang, IT Product Manager at Urban Revivo, reflecting on the brand’s long-standing partnership with Centric Software.

Urban Revivo began working with Centric PLM™ in September 2017 and completed their first deployment in just four months. Many years later, the solution remains at the core of their operations. How has Centric PLM shaped Urban Revivo’s evolution and delivered measurable business value over the years?

A Pioneer in Fast-Luxury Fashion

Founded in 2006, Urban Revivo was one of the first Chinese brands to adopt the fast fashion business model. In 2015, the brand underwent a major change, repositioning itself as the world’s first fast-luxury fashion label.

Today, Urban Revivo operates over 400 stores across China, Singapore, Thailand and the Philippines, with a growing e-commerce presence reaching Europe, North America and other global markets.

Backed by a visionary design team, leading supply chain capabilities and advanced digital technologies, Urban Revivo delivers fashion-forward, high-quality and sustainable products with a global, urban edge. The brand is on a mission to make premium fashion accessible and aims to become one of the most influential fashion brands in the world.

Recalibrating R&D with a Layered Approach

As an early adopter of digital transformation in the fast-fashion space, Urban Revivo has taken a tiered approach to modernizing its R&D operations through continuous refinement.

In 2017, Urban Revivo launched the first phase with Centric PLM, focused initially on information management and strengthening the brand’s digital foundation. The goal was to establish a solid infrastructure through a centralized platform for product development and a core materials library to accelerate business growth.

In the following stages, Urban Revivo leveraged Centric PLM to tightly integrate assortment and design workflows, strengthening buyers’ ability to make informed decisions and controlled selections.

Between 2019 and 2023, Urban Revivo introduced a new concept “decoupling design from merchandising control” to strike a balance between creative freedom for design teams and the structured governance required in merchandising. This transition initiated a broader reorganization of business processes and internal structures.

In 2021, Urban Revivo accelerated the transition by integrating both in-house and third-party systems. A major milestone was the successful migration of the product range planning module to the Centric PLM platform, a move that earned strong support from users across departments.

“Blind experimentation during digital transformation is costly,” highlights Mr. Jiang. “Centric PLM gives us the strong foundation required to face challenges directly and every trial has delivered real, grounded results.”

Flexible Innovation That Advances Sustainability

Urban Revivo operates a complex business spanning multiple brands and markets, each with unique needs, but shared operational goals. Rather than building separate systems for each brand, Urban Revivo leveraged the configurability of Centric PLM to centralize product development and data management. With attribute-based tailoring, Urban Revivo accommodates distinct product lines within a single, streamlined solution.

This flexibility also meant Urban Revivo could embed sustainability and circularity into its product lines, enabling the business to meet increasingly stringent environmental standards in key markets like the European Union.

“Sustainability requirements in the EU are especially complex,” emphasizes Mr. Jiang. “Centric PLM allows us to manage sustainability and compliance more effectively within product development.”

Centric PLM’s ability to track sustainable materials, manage compliance and facilitate eco-conscious design has become a core driver of Urban Revivo’s global expansion plans.

System-Driven Collaboration and Precision at Scale

Centric PLM has empowered Urban Revivo to streamline collaboration between design and merchandising teams. Designers are now able to quickly respond to fast-moving trends while safeguarding brand identity, bolstering agile design contributions to strengthen product structure.

Meanwhile, the buying team takes the lead in assortment building, using product tagging to align with national planning and store-level needs. This approach defines minimum depths and financial thresholds, helping to control budgets and maintain assortment balance.

“Centric PLM offers a high degree of flexibility. Users can add fields, set conditions and create personalized views without additional development. Visual configuration tools simplify data filtering and support different user roles with tailored interfaces,” notes Mr. Jiang.

Automation within the platform ensures that tagging strategies are executed consistently. Buyers can recommend specific quantities and depth, driving more accurate customization and sourcing. By breaking down assortments by sales channel, buyers operate independently, reducing data complexity and improving both planning and replenishment workflows.

“The solution is intuitive and efficient,” adds Mr. Jiang. “Features like drag-and-drop image uploads and data export reduce training time and speed up adoption, greatly enhancing our digital maturity and operational efficiency.”

A Lasting Partnership That Drives Real Business Value

Urban Revivo and Centric PLM have forged a partnership built on trust, transparency and a shared commitment to innovation. What began as a foundational deployment has evolved into a dynamic collaboration, one where ideas are exchanged openly and progress is made together.

“The Centric PLM team is the best we’ve worked with,” shares Mr. Jiang. “They bring deep expertise, exceptional project management and a proactive mindset. Every time we hit a challenge, they’re right there with us. They’re a trusted, long-term partner.”

Urban Revivo continues to push boundaries, uncover new use cases and co-develop value-driven applications that extend far beyond the expected. This spirit of co-creation has made Urban Revivo a benchmark for what’s possible in fashion R&D transformation.

Together, Centric Software® and Urban Revivo are proving that long-term success is about shared vision, mutual respect and the power of working collaboratively.