Forever 21 repositions its global presence

Bankrupt fast-fashion apparel retailer Forever 21 is focusing on e-commerce for its international offering.

Forever 21, which filed for Chapter 11 bankruptcy protection in September 2019, is launching a renewed, localized online store for consumers in Canada, Asia, Asia-Pacific and Latin America. This offering enables shoppers in target markets to purchase in their local currency with guaranteed duties and taxes calculation, a prepayment option, and competitive shipping rates with free shipping over a specified threshold.

The retailer is partnering with cross-border e-commerce solutions provider Global-e in this international e-commerce effort. Forever 21 will now be able to provide its customers in Canada and in markets across Asia, Asia-Pacific and Latin America with an enhanced online shopping experience that is adjusted according to the local market’s characteristics and customer preferences. 

Forever 21 will support more than 95 currencies, over 150 local and alternative payment methods, localized checkout in 21 languages, a choice of shipping methods, and what the company says will be a transparent and easy returns process. Leveraging global-e technology, Forever 21 will tailor its offering per market according to its marketing strategy and business goals, including running market-specific promotions.

As previously announced when it initially filed for bankruptcy, Forever 21 will be closing most physical stores in Canada, Asia and Europe, but will continue to ship to international customers through its U.S. website at Forever21.com.

“E-commerce forms a large chunk of the profitable core of our operations and as part of our new global strategy, Forever 21 will leverage Global-e’s technology to offer international customers an outstanding online experience,” said Alex Ok, president at Forever 21. “To engage digitally savvy consumers today, retailers need to invest in creating a unique online experience that speaks directly to the shopper. With the continued increase in demand from international shoppers for our brand, we recognized that an advanced global online shopping experience is a fundamental part of our future growth.”