Forever 21 re-enters UK market online after physical store shutdown

The new site will offer beauty products despite the fashion retailer closing all of its dedicated Riley Rose beauty stores last year

Struggling beauty and fashion retailer Forever 21 has re-entered the UK market after closing three bricks-and-mortar stores in 2019.

The new website, run by e-commerce provider Global-e, is said to offer an enhanced online shopping experience, tailored to the UK market’s characteristics and shopping preferences.

Despite announcing the closure of its dedicated beauty arm Riley Rose in November last year, the site will sell beauty products, a spokesperson for Forever 21 told Cosmetics Business.

“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,” said Forever 21’s CEO Daniel Kulle.

“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.”

He continued: “Despite the market conditions the entire industry is facing due to the Covid-19 pandemic, we see strong demand for the Forever 21 brand in the UK and rest of Europe.

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

In January, the brand said it would turn its attention to reviving its e-commerce platform after filing for Chapter 11 bankruptcy in the US three months prior.

At the time, Forever 21 announced a new international online store would be available to consumers in Canada, Asia, Latin America and Asia-Pacific regions.

Global-e’s CEO North America, Matthew Merrilees, added: “The dramatic increase in the number of consumers in the UK and across the globe that are purchasing online in light of the current Covid-19 pandemic, emphasises the accelerating shift from physical retail to e-commerce and the need to rethink and adapt future business models and international multichannel strategy more than ever.”

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