In a significant move signaling the rebirth of a retail icon, Authentic Brands Group (Authentic) announced a transformative new chapter for Forever 21 in the United States after the retailer’s second bankruptcy earlier this year. The company is turning to a multi-partner strategy that prioritizes innovation in ecommerce and wholesale, along with plans for a brick-and-mortar comeback, aimed at restoring relevance and longevity to the beloved brand.
New Partners, Fresh Structure
In a major operational shift for Forever 21, Unique Brands has been selected to lead the brand’s ecommerce operations and men’s wholesale business. At the same time, Mark Edwards Apparel will manage women’s wholesale, while Kidz Concepts has been tapped for the children’s wear segment. This differentiated partner approach is designed to be “a sensational new chapter for Forever 21 and underscores our commitment to meeting consumers where they are,” explained Jarrod Weber, Global President, Sports and Lifestyle at Authentic Brands Group.
“We are setting Forever 21 up for long-term relevance and success,” Weber added, highlighting a new era of purpose-driven collaboration.
E-Commerce and Wholesale
The return of Forever 21 is currently ‘ocused initially on ecommerce and wholesale,’ showing a strategic departure from its emphasis on large malls and legacy retail settings. Unique Brands’ leadership of the digital experience shows an industry-wide shift toward omnichannel engagement and direct-to-consumer commerce, especially critical in capturing Generation Z and Millennial shoppers.
Similarly, the assigning of men’s, women’s, and children’s wholesale to partners benefits production, frees the brand to move with market trends, and ensures that each category is run by a proven leader in its market space.
Brick-and-Mortar Comeback in the Works
But Forever 21’s journey isn’t limited to digital and wholesale: “Authentic is in advanced discussions with a leading retail operating partner to open new U.S. stores,” Authentic said in their statement. “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.”
This focus on physical retail reflects a key learning in post-pandemic apparel, shoppers still crave in-person experiences and tactile engagement, especially with youth-driven brands like Forever 21. Authentic’s methodical, partner-focused approach ensures that when Forever 21 returns to American malls and shopping centers, it will be with renewed focus and a sustainable operational model.
From Setback to Comeback
Forever 21’s path has not been without turbulence. In March 2025, the company that operated Forever 21’s U.S. business filed for bankruptcy protection, triggering Authentic’s intervention. This follows Authentic’s initial acquisition of Forever 21’s intellectual property in 2020 (they were filing for bankruptcy) and a rapidly changing fashion landscape.
The most recent restructuring now effectively pushes the brand to expert category and channel operators. An approach Authentic believes will deliver agility and better market fit.
Commitment to Youth and Agility
As Authentic Brands Group looks ahead, Jarrod Weber’s embrace the optimism behind Forever 21’s planned revival, “This marks a sensational new chapter for Forever 21 and underscores our commitment to meeting consumers where they are. By aligning with expert operators in digital commerce, wholesale and youth apparel, we are setting Forever 21 up for long-term relevance and success, delivering fast, accessible fashion to Millennial, Gen Z and future generations through the channels they trust and prefer.”
Their multipronged strategy demonstrates a deliberate move away from the “one size fits all” mega-retailer formula, replacing it instead with category-expert leadership and a seamless balance of digital and in-store shopping experiences.
The Road Ahead
While questions remain about the exact timing and locations for brick-and-mortar relaunches, Forever 21’s future under Authentic Brands Group looks far more agile and consumer-focused than it has in years. The new era rests on meeting the modern shopper’s expectations, delivering style, convenience, and a sense of community across every touchpoint.
