Forever 21 shifts to ‘digital-first;’ seeks U.S. partner for physical stores
Teen apparel brand Forever 21 will live on in the U.S.
Authentic Brands Group announced new operating partners to drive the digital growth, wholesale expansion and kidswear innovation of Forever 21 as it transitions to a “digital-first” brand in the United States. (Earlier this year, Forever 21’s U.S. licensee, F21 OpCo, filed for bankruptcy. The Forever 21 IP is wholly owned by Authentic. )
Authentic also said it in advanced discussions with a leading retail operating partner to open new Forever 21 U.S. stores.
"This is part of our commitment to maintaining a physical presence for the brand and ensuring its continued success by balancing its touch points across digital and in-store experiences," the company said. "We look forward to sharing more details in the coming year.”
Authentic's new partner network includes digital retail solutions provider Unique Brands, which will take the helm of Forever 21’s U.S. e-commerce operations and men’s wholesale. It also includes Mark Edwards Apparel, which is now the brand’s U.S. women’s wholesale partner.
Children’s apparel design and manufacturing company Kidz Concepts, which specializes in trend-right collections, will serve as Forever 21’s U.S. partner for kidswear. The company is well-positioned to expand Forever 21’s presence in the kids’ category and connect with young consumers and families nationwide, Authentic Brands said.
"This marks a sensational new chapter for Forever 21 and underscores our commitment to meeting consumers where they are,” said Jarrod Weber, global president, sports & lifestyle, Authentic Brands Group. “By aligning with expert operators in digital commerce, wholesale and youth apparel, we are setting Forever 21 up for long-term relevance and success, delivering fast, accessible fashion to millennial, Gen Z and future generations through the channels they trust and prefer.”
Forever 21 still operates stores and runs pop-ups in foreign markets.
“By leveraging the unique strengths of each of its new operating partners Forever 21 is accelerating its digital-first strategy while continuing to emphasize in-person shopping experiences through its retail stores and pop-up activations across key international markets,” Authentic said. "Through this blended approach, Authentic is cultivating a high-performance global ecosystem designed to drive innovation, efficiency and continued brand resonance."
Authentic owns more than 50 global brands, generating approximately $32 billion in annual retail sales. The brands have a significant presence in 150 countries, with more than 29,000 freestanding stores and shop-in-shops, as well as 400,000 points of sale worldwide. Authentic’s portfolio includes Reebok, Champion, Nautica, Eddie Bauer, Aéropostale, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture and more.
