Forever 21 transitions to digital-first model in US with new operating partners

Forever 21 will continue its presence in the United States through digital and wholesale channels after closing all of its domestic stores earlier this year following bankruptcy proceedings. Parent company Authentic Brands Group (ABG) announced a new network of operating partners to support the apparel retailer’s shift to a digital-first brand model.

Under the new structure, Unique Brands, a digital retail solutions provider, will manage Forever 21’s US e-commerce operations and men’s wholesale business. Mark Edwards Apparel has been appointed as the brand’s US women’s wholesale partner, while Kidz Concepts, a children’s apparel design and manufacturing company, will oversee Forever 21’s kidswear category. ABG said Kidz Concepts is well positioned to strengthen the brand’s connection with younger consumers and families worldwide.

Jarrod Weber, Global President of Sports and Lifestyle at ABG, said the move represented “a sensational new chapter” for Forever 21. He emphasised that aligning with specialist operators in digital commerce, wholesale, and youth apparel would establish long-term relevance and ensure the brand delivers “fast, accessible fashion to millennials, Gen Z, and future generations through the channels they prefer.”

Although Forever 21 has ceased trading in physical stores across the US, it continues to operate retail outlets and pop-up activations in key international markets. ABG noted that the brand is accelerating its digital-first strategy while maintaining in-person experiences abroad through a blended approach designed to foster innovation and brand resonance.

ABG, which owns more than 50 global brands including Reebok, Champion, Nautica, Eddie Bauer, and Brooks Brothers, generates approximately US $ 32 billion in annual retail sales. Its portfolio is represented in 150 countries through over 29,000 freestanding stores, shop-in-shops, and 400,000 points of sale worldwide.