Forever 21 expands into Beijing

FOREVER 21 has further expanded its chain of stores in China with the addition of a second outlet in Beijing.

Located at the Livat Xihongmen Shopping Centre, the new store is the US fashion brand’s 10th in China. Its other outlets in the country include those in Shanghai, Shenzhen, Wuhan, Macau, Chongqing, Wuxi, Hangzhou and Hong Kong.

Located at the Livat Xihongmen Shopping Centre, Forever21’s new store is the US fashion brand’s 10th in China.

Located at the Livat Xihongmen Shopping Centre, Forever21’s new store is the US fashion brand’s 10th in China.

The new store will introduce two of the company’s new product lines — the brand’s 21Men and F21 Red labels. The Love 21 label, specially designed for young girls, and Love & Beauty cosmetics line will also be available at the store, which occupies two floors across some 2,400sqm at the shopping centre in the Chinese capital.

Linda Chang, Global Sales vice president of Forever 21, told local media that the company was glad to bring the fashion elements of Los Angeles to consumers in Beijing. The new store will provide more product lines and fashion items, creating a one-stop shopping paradise for young people, she said.

Founded in 1984, the Californian Forever 21 brand consists of a variety of popular fashion labels and items, including men’s and women’s clothing, accessories, underwear and shoes. It entered the Chinese market in 2012 and now has some 600 stores in more than 20 countries. Forever 21 also has a Chinese online shopping channel.