Forever 21 tries to re-enter UK and Europe with a new strategy; goes e-commerce only!


After facing serious troubles last year, Forever 21 is trying to re-enter UK and Europe through an online-only strategy.

The company has started their e-commerce operation in the regions which will allow the retailer to overcome the current hurdle of social distancing that continues to plague the retail industry.

The company has partnered with e-commerce company Global-e, which they had worked with in the past.

It will be stocking all the international merchandise along with new product assortments considering the unique nature of the retail market especially in UK where experts have long expressed a saturation of fashion retail brands.

Last year, the US-based company, run by the family of Jin Sook and Do Won Chang, ran into financial trouble as the company seeked bankruptcy protection amidst personal troubles.

After being bought by Simon Property Group for US $ 81 million, the company is now planning a localised model to cater to specific audiences.

Forever 21 is now planning to set up multiple local fulfilment centres, which will focus on region-specific products rather than the earlier single American-fulfilment model.

This strategy has already seen success in test markets like Taiwan where the conversion rate has risen by 72 per cent since last year.

The company has also partnered with the ‘Buy Now, Pay Later’ model juggernaut Klarna for easier payment options for shoppers.





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