Authentic Outlines ‘New Chapter’ for Forever 21, Focused Initially on Ecommerce and Wholesale
Authentic Brands Group has appointed a new partner network for Forever 21's U.S. operations, focusing on ecommerce and wholesale after its second bankruptcy. Unique Brands will manage ecommerce and men's wholesale, while Mark Edwards Apparel will handle women's wholesale, and Kidz Concepts will oversee children's wear. Plans for a brick-and-mortar comeback are underway, with discussions for new U.S. stores. This strategy aims to balance digital and in-store experiences, ensuring the brand's long-term success.
Authentic Brands Group (Authentic), which owns the Forever 21 brand, has selected a new partner network for the retailer’s U.S. operations following its second bankruptcy earlier this year. Unique Brands will take charge of ecommerce operations and the men’s wholesale category, with Mark Edwards Apparel handling women’s wholesale and Kidz Concepts responsible for children’s wear.
Forever 21 also is planning a brick-and-mortar comeback, although plans are still being worked on at this point. “We are in advanced discussions with a leading retail operating partner to open new U.S. stores,” according to a statement from Authentic. “This is part of our commitment to maintaining a physical presence for the brand and ensuring its continued success by balancing its touch points across digital and in-store experiences. We look forward to sharing more details in the coming year.”
In March 2025, the company that had been operating Forever 21’s U.S. business filed for bankruptcy protection, opening the way for Authentic, which bought the Forever 21 IP after its 2019 bankruptcy, to license the brand to other operators.
“This marks a sensational new chapter for Forever 21 and underscores our commitment to meeting consumers where they are,” said Jarrod Weber, Global President, Sports and Lifestyle at Authentic Brands Group in a statement. “By aligning with expert operators in digital commerce, wholesale and youth apparel, we are setting Forever 21 up for long-term relevance and success.”
