• Paul Kelson

Forever 21 re-enters UK with new online store

Forever 21 has reentered the UK market with a new online store and localised e-commerce experience.

The US fashion retailer is working with cross-border e-commerce solutions provider Global-e to accelerate its global online expansion, which began in Asia Pacific and Latin America earlier this year.

In January, Forever 21 announced that it was relaunching its international online store to drive growth from consumers in Canada, Asia and Latin America, as part of a shift in focus away from physical retail ahead of upcoming store closures.

After filing for bankruptcy in September last year, the brand stated that it would close most stores in Canada, Asia and Europe, but would continue to ship to international customers through its US website.

A statement explained that the new global strategy is to grow through online cross-border e-commerce with international shipping to key markets from its US fulfilment hub. Since implementing this new approach, Forever 21 has achieved significant uplift in conversion rates and the number of orders across these markets. In Australia for example, the brand has achieved a 133 per cent year-on-year uplift in conversion rates since launching its dedicated localised offering.

The online offering now includes support for more than 95 currencies, over 150 local and alternative payment methods and localised checkout in 25 languages.

Chief executive Daniel Kulle said: “Our loyal consumers are digital savvy and expect a seamless, sophisticated online shopping experience, so it is vital for us to ensure that every step in the online journey is tailored to their needs and preferences.

“Despite the market conditions the entire industry is facing due to the COVID-19 pandemic, we see a strong demand for the Forever 21 brand in the UK and the rest of Europe," he added.

Now a part of Simon Property Group, Brookfield Property Group and Authentic Brands Group, Forever 21 claims to have a global retail footprint in more than 100,000 points of sale across the luxury, specialty, department store, mid-tier, mass and e-commerce channels.

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