Forever 21 relaunches online stores in Europe

Fashion retailer Forever 21 has re-entered the ecommerce scene in Europe. The American company has launched new localized online stores for the most popular markets in Europe.

In September 2019, Forever 21 filed for bankruptcy. In a plan to overhaul its global business, the fast-fashion retailer closed most of its international locations in Asia and Europe. Now, the company is back. In Europe, only with online stores, however. The expansion follows the success in Asia-Pacific and Latin America earlier this year.

Ecommerce centric expansion strategy

The online re-launch in Europe is part of the company’s new ecommerce centric global expansion strategy. Cross-border ecommerce solution provider Global-e was attracted to enable the rollout across Europe.

Growing through cross-border ecommerce

In the new plan, Forever 21 wants to grow globally through online cross-border ecommerce. International shipping to popular markets happens from its US fulfilment hub. The brand offers free express shipping for all purchases over 70 euros.

Shipping happens from the US fulfilment hub.

“We are excited to offer our collections on our global online site, to our large following of loyal fans in the UK and mainland Europe”, Daniel Kulle, chief executive at Forever 21, said in a statement. “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.”

We are excited to offer our collections to our many loyal fans in the UK and Europe.