Forever 21 re-enters UK market with new online store

Forever 21 has re-entered the UK market following its administration last year, with the launch of a new online store.

The US-based retailer has launched a new UK online store to service its British consumers with the full international assortment, an “improved” site and localised e-commerce experience. The brand is working with cross-border ecommerce solutions provider Global-e, to accelerate its global online expansion.

Forever 21 said its 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 revealed it has achieved “significant uplift” in conversion rates and the number of orders across these markets.

In Taiwan, it has seen conversion rates rise by 72% YoY and in Australia the brand has achieved a 133% YoY uplift in conversion rates since launching its dedicated localised offering, coupled with increase in customer satisfaction rates.

Through the partnership with Global-e, Forever 21 will now be able to provide its customers in the UK with an “enhanced” online shopping experience that is tailored to the market’s characteristics and shopping preferences.

Last year, the retailer exited the UK market after it confirmed it would close its three UK stores in London, Liverpool and Birmingham after its parent company in the US filed for Chapter 11 bankruptcy.

Daniel Kulle, CEO at Forever 21, said: “We are excited to offer our trendy collections on our Global online site, to our large following of loyal Forever 21 fans in the UK and mainland Europe.

“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. Global-e’s advanced cross-border localisation solutions have been a crucial part of our growth.”

He added: “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. We are dedicated to providing the best online shopping experience for both our UK shoppers and other loyal customers globally.”