Forever 21 to revive ‘fundamental’ e-commerce platform after filing for bankruptcy protection

A new online store will be available to customers in Canada, Asia, Latin America and Asia-Pacific regions

Image: via Instagram @forever21

Beauty and fashion retailer Forever 21 has turned its attention to reviving its e-commerce platform as the business moves away from bricks-and-mortar.

A new international online store, implemented by e-commerce specialist Global-e, will be available to customers in Canada, Asia, Latin America and Asia-Pacific regions.

European and other international customers will also be able to purchase items from the fast fashion retailer’s US website forever21.com.

“E-commerce forms a large chunk of the profitable core of our operations and as part of our new global strategy, Forever 21 will leverage Global-e’s technology to offer international customers an outstanding online experience,” said the retailer’s President Alex Ok.

“To engage digital savvy customers today, retailers need to invest in creating a unique online experience that speaks directly to the shopper.

“With the continued increase in demand from international shoppers for our brand, we recognise that an advanced global online shopping experience is a fundamental part of our future growth.”

The announcement comes three months after the company filed for bankruptcy protection as it struggled to compete with larger fast-fashion retailers and closed its Canadian, Asian and European stores.

In November, the retailer also announced it would be closing its beauty retail chain Riley Rose.

Global-e’s North America CEO Matthew Merrilees added: “The global e-commerce market represents an enormous growth opportunity.

“Over 60% of Australian online shoppers and more than 80% of Canadian online shoppers are now purchasing from international retailers.

“Brands like Forever 21 understand that in order to boost global sales, it is crucial to create an online presence that is fully localised to each individual market.”

He continued: “This localisation is also important in markets such as Canada that are already key international destinations for many American brands.”

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