US fashion brand Forever 21 re-enters UK, European market


US fast fashion brand Forever 21 is launching new localised online stores in the United Kingdom and across Europe to attract British and European consumers due to ‘high demand’ for the brand following its exit last year. The launch is part of the brand's new e-commerce-based global expansion strategy and comes in partnership with cross-border e-commerce solutions provider Global-e.

Global-e will enable the rollout to ensure a seamless experience tailored to each market. The online expansion to the UK and Europe follows the success in Asia-Pacific and Latin America earlier this year, according to British media reports.

Since implementing this new approach, Forever 21 has reported ‘significant uplift’ in conversion rates and the number of orders across these markets. In Taiwan, conversion rates rose by 72 per cent year on year (YoY) and in Australia, the brand achieved a 133 per cent YoY uplift in conversion rates since launching its dedicated localised offering.

UK customers can buy the brand’s latest fashion collections in pounds, with prices that are tax and duty inclusive, and no hidden costs added at checkout or upon delivery. In addition, the brand is offering free express shipping for all purchases over 70 pounds, an easy returns process and an all-new Forever 21 App.

Forever 21 will also be partnering will payment solutions such as Klarna to offer their customers convenient and efficient payment solutions.

Globally, the Forever 21 international online offering now includes support for over 95 currencies, more than 150 local and alternative payment methods, localised checkout in 25 languages, various shipping methods and a transparent and easy returns process.