Forever 21 files notice of collective dismissal

American clothing chain Forever 21 has filed a notice of collective dismissal, which means more all Belgian employees (over 100) will lose their job. Forever 21 has only one Belgian store left, on the Meir in Antwerp.

Largest store on the Meir

Forever 21’s first store opened in the Nieuwstraat in Brussels several years ago, but when it burned down, the company decided it would not re-open afterwards. That meant that only its store in Antwerp remained, which is in fact the largest store on the Meir, with more than 5,000 sqm of store space.

It was revealed today that Forever 21 filed a notice of collective dismissal on 18 January, although it is not clear whether the store will shut down or move to a smaller location. “As a labour union, we do not wish to comment too much at this point. The very first informational meetings have already taken place and we still need to negotiate“, LBC secretary Lieveke Norga told Flemish paper, Gazet van Antwerpen.

She believes Forever 21’s Belgian marketing strategy failed. “They do not advertise, seeking familiarity through the internet or social media, a business plan that does not work here. Such a huge store does not generate enough turnover per square meter to become profitable.”