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
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
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
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