Forever 21 Details U.S. Comeback Plan With New Partners as Store Talks Emerge
Authentic Brands names operators for Forever 21’s U.S. e-commerce, wholesale channels.
Overview
- Authentic Brands Group unveiled new U.S. partnerships: Unique Brands will run e-commerce and men’s wholesale, Mark Edwards Apparel will handle women’s wholesale, and Kidz Concepts will oversee kidswear.
- Forever 21 shut all 354 U.S. stores by May following a March 2025 Chapter 11 filing in Delaware, while international locations continue to operate.
- An Authentic spokesperson told Retail Dive the company is in advanced discussions with a retail operating partner to open new U.S. stores, with no timeline or locations disclosed.
- Separately, ABG executive Jarrod Weber said consumers will no longer see U.S. brick-and-mortar stores, highlighting conflicting signals about any physical return.
- Court and company reports cite roughly $1.6 billion in debt and pressure from low-cost rivals such as Shein and Temu, including pricing advantages tied to the de minimis import rule.