Forever 21 opening in-store shops in Hudson’s Bay locations

Marianne Wilson
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Hudsons Bay Company sign

Forever 21 has returned to Canada.  

The fast-fashion retailer, through its Canadian licensee YM Inc., has entered into an agreement to open in-store shops at select Hudson’s Bay locations.  Hudson’s Bay stores at Yorkdale Mall in Toronto and Square One Shopping Centre in Mississauga, Ont. are the first to debut the shops, which feature Forever 21’s full-line collections.

Additional locations expected to offer the Forever 21 brand nationwide.  The brand will also be available by mid-summer on Hudson’s Bay e-commerce site.

Forever 21 filed for bankruptcy in 2019 and shuttered all of its Canadian locations. It was acquired in early 2020 by Authentic Brands Group, Simon Property Group and Brookfield Property Partners.

The announcement comes as Hudson’s Bay is expanding its offerings for millennial and Gen Z shoppers.

“As a digital-first retailer, we are more nimble, more relevant and are responding to consumer trends faster than ever before,” said Wayne Drummond, chief merchant at Hudson’s Bay, which operates 87 stores and an e-commerce site. “As we continue to transform our business, Hudson’s Bay is creating exciting depth to its fashion matrix, with coveted brands and curated experiences that provide Millennial and Gen Z style-seekers with a destination to find fashion that suits their lifestyle.”

Hudson’s Bay is the exclusive third-party retail partner to Forever 21 in Canada.