Forever 21 will continue to exist in the American market — but only online and through wholesale channels.
The teen-focused fashion retailer, which filed for bankruptcy earlier this year and shuttered all of its US stores, is being repositioned by parent company Authentic Brands Group (ABG) as a “digital-first” brand. To support the shift, ABG has enlisted a group of new operating partners.
Unique Brands will oversee Forever 21’s US e-commerce operations while also managing men’s wholesale. Mark Edwards Apparel has been tapped to lead the women’s wholesale business.
In kidswear, Kidz Concepts, which is known for trend-driven children’s collections, will expand the brand’s reach among younger consumers and families nationwide.
“This marks a sensational new chapter for Forever 21 and underscores our commitment to meeting consumers where they are,” said Jarrod Weber, global president of sports & lifestyle at ABG.
“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.”
While no brick-and-mortar locations are planned in the US, Forever 21 will continue to operate retail stores and pop-ups internationally.
According to ABG, the strategy combines digital growth with selective in-person experiences in global markets.
“Through this blended approach, Authentic is cultivating a high-performance global ecosystem designed to drive innovation, efficiency and continued brand resonance,” the company said.
ABG owns more than 50 lifestyle, fashion and sports brands that collectively generate about $32 billion in annual retail sales.
Its portfolio includes names such as Reebok, Champion, Nautica, Eddie Bauer, Lucky Brand, and Juicy Couture, with a presence spanning 150 countries, 29,000 stores and shop-in-shops, and 400,000 points of sale worldwide.
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