If you’ve ever shopped up a storm in the States you’ll know exactly who we’re talking about when we say Forever 21. The affordable US fashion brand is the apex of current trends at budget prices – think the American equivalent of Mr Price.
Now, Forever 21 follows a slew of other international brands to set up shop in South Africa. Its first store on the African continent will open at Cape Town’s Canal Walk mid-year.
Headquartered in Los Angeles, Forever 21 began as Fashion 21 – a 900sq ft. corner shop founded during the mid eighties. Sales multiplied by tenfold after just one year and new stores began popping up all over the show, with the brand eventually changing its name to Forever 21. Now it’s got an international footprint in ten Latin American countries, 19 Asian countries and five European countries.
‘We are excited to enter the South African market and have plans for some exceptional stores,’ says Jatin Malhotra, Forever 21’s Director of Real Estate and Business Development. ‘Canal Walk ticks all the right boxes for us in terms of the kind of mall that we feel would be the best venue for our brand. We are happy to commence this relationship with a key landlord.’
Hyprop CEO Pieter Prinsloo added:
“Establishing a relationship with leading international fashion brands such as Forever 21 aligns with our strategy of driving a vibrant tenant mix and offering shoppers access to popular leading labels.”
Forever 21 joins the likes of Aussie retail group Cotton On, Spanish fashion group Zara, Brit brand Topshop and soon to launch Swedish clothing giant H&M – all of which are know for their fast fashion approach of translating runway into reality at breakneck production speed.