Forever 21 to Go Live on Shein Site on Thursday
Forever 21 will launch on the Shein site on Thursday and will feature more than 300 of Forever 21’s bestselling pieces as well as 126 exclusive Forever 21 x Shein co-branded styles.
As reported, Authentic last month signed a deal with Shein, the global online fashion and lifestyle retailer, for its Forever 21 brand. Under the terms of the partnership, Shein is designing, manufacturing and distributing a line of Forever 21 apparel and accessories that includes sportswear, activewear and swimwear, among other categories. The collection will be sold exclusively online on Shein’s sites in the U.S. as well as part of Europe and Australia.
More from WWD
Last week, Shein popped up with a home concept at Forever 21’s Times Square store, representing the start of the relationship between the two companies.
The storefront on Shein will include Forever 21 fall staples, contemporary neutrals, fashion denim, going-out apparel, special occasion wear and seasonal items. Pricing will range from $12.99 to $49.99 across women’s and men’s apparel, shoes and accessories, with extended size offerings.
Forever 21 will make its second fashion drop in January and Shein is targeting monthly drops after that.
The collection will also be available at select Forever 21 physical stores and on its website.
“For nearly 40 years, Forever 21 has been offering the latest fashion-forward styles at the most incredible value. We know Shein customers have been looking for Forever 21 and we are excited to offer our latest on-trend styles to them,” said Winnie Park, chief executive officer of Forever 21.
When the deal was revealed, Jamie Salter, CEO of Authentic, said the relationship will make Forever 21 more competitive with the other global fast-fashion retailers such as H&M and Uniqlo because Shein has the technological expertise to produce trend-right merchandise at lightning speed.
He also predicted that the deal with Shein could potentially be worth “multiple billions” in sales.
Best of WWD
