Forever 21 Plans Return of Stores in US

Authentic Brands Group (New York) is teaming its Forever 21 brand with a trio of new strategic operating partners to embark on what Authentic describes as “a pivotal moment” in the fast-fashion retailer’s transformation to a digital-first brand. However, the plan is also expected to involve bringing back some physical stores in the U.S. (Forever closed all 350 of its American stores earlier this year, after declaring Chapter 11 bankruptcy.)

“Authentic is in advanced discussions with a leading retail operating partner to open new U.S. stores,” the company said in a news release. “This is part of the company’s 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.”

As for its new U.S. partners for Forever 21, they are:

* Unique Brands, a digital retail solutions provider that will helm the brand’s U.S. e-commerce operations and men’s wholesale.

* Mark Edwards Apparel (Mark Edwards), which will serve as the brand’s U.S. women’s wholesale partner.

* Kidz Concepts, a designer and manufacturer of children’s apparel that will serve as its U.S. partner for kidswear.

“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 at 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.”

Authentic owns sports, lifestyle and entertainment intellectual property for more than 50 global brands, including such retailers as Aéropostale, Brooks Brothers, Champion, David Beckham, Eddie Bauer, Juicy Couture, Lucky Brand, Nautica, Nine West, Quiksilver, Reebok, Vince Camuto and others.