Forever 21 will maintain its presence in the United States via digital and wholesale channels after shutting down all its domestic stores earlier this year due to bankruptcy proceedings. Parent company Authentic Brands Group (ABG) has announced a new network of operational partners to facilitate the apparel retailer’s transition to a Forever 21 digital first strategy.
In this new framework, Unique Brands, a provider of digital retail solutions, will take charge of Forever 21’s e-commerce operations in the US as well as its men’s wholesale business. Mark Edwards Apparel has been designated as the US wholesale partner for women’s clothing, while Kidz Concepts, which specializes in children’s apparel design and manufacturing, will manage Forever 21’s kidswear line. ABG believes that Kidz Concepts is well-equipped to enhance the brand’s appeal to younger consumers and families on a global scale.
Jarrod Weber, Global President of Sports and Lifestyle at ABG, described this transition as “a sensational new chapter” for Forever 21. He emphasized that aligning with expert operators in digital commerce, wholesale, and youth fashion would establish lasting relevance and ensure the brand delivers “fast, accessible fashion to millennials, Gen Z, and future generations through their preferred channels.”
While Forever 21 has ceased operations in physical retail locations across the US, it will continue to engage consumers through retail outlets and pop-up events in key international markets. ABG highlighted that the brand is accelerating its Forever 21 digital first strategy while preserving in-person shopping experiences abroad, using a blended approach aimed at fostering innovation and strengthening brand resonance.
ABG, which owns over 50 global brands, including Reebok, Champion, Nautica, Eddie Bauer, and Brooks Brothers, generates approximately $32 billion in annual retail sales. Its brand portfolio is present in 150 countries through more than 29,000 freestanding stores, shop-in-shops, and 400,000 points of sale around the world.
