Forever 21 makes European comeback

Forever 21 makes European comeback
Photo: Forever 21

Even though Forever 21 only retreated from Europe in 2019, the American fast-fashion brand already eyes a return to the 'Old Continent'. A new, Europe-centred webshop should pave the way.


New strategy

The webshop launch is part of Forever 21's new expansion strategy, that is focused on e-commerce: the brand's target is to make the online shop as adapted as possible to local markets and to make the shopping experience as seamless as possible, Fashion United reports. The localisation means that the new webshop already offers almost 100 currencies and over 150 local and alternative payment services. Check-out is available in 25 languages.


The new strategy focuses on cross-border e-commerce, which has the orders sent straight from the United States to Europe. The European expansion follows the success which the new strategy heralded in Asia and Latin-America earlier this year. Conversion rose by 72 % in Taiwan and even 133 % in Australia.