Forever 21 returns to Canada with Hudson's Bay

Starting in June, Canadians will be able to shop for their favorite Forever 21 looks at brick-and-mortar stores in Hudson's Bay. The return of the Los Angeles-based brand comes nearly two years after Forever 21 filed for bankruptcy and closed its stores in the country.

Forever 21 has sealed this deal through its Canadian licensee, YM Inc. It is worth remembering that after filing for bankruptcy in September 2019, Forever 21 announced that it would close its physical stores in Canada and launch a new website for the North American market.

Since 2020, Forever 21 has been owned by a consortium created by Authentic Brands Group, Simon Property Group and Brookfield Property Partners.

“As we continue to transform our business, Hudson's Bay is creating exciting depth in its fashion matrix, with coveted brands and curated experiences that provide Millennial and Gen Z style seekers with a destination to find fashion that fits. to your lifestyle,” he explained his decision. Wayne Drummond, Hudson's Bay Chief Merchant, in a press release.

The incorporation of Forever 21 responds to the digital strategy of Hudson Bay

Starting June 11, Forever 21 collections can be found at HBC stores in select locations in Toronto and Mississauga. Throughout the summer, Forever 21 clothing will arrive at other stores across the country, according to a company spokesperson.

The Forever 21 collections will also be available on thebay.com website beginning in mid-summer. Hudson's Bay Marketplace launched last March and already has more than 1,400 brands.

The Canadian retail group is executing an ambitious plan to expand its offer, focusing its efforts on Millennials and Gen Zs. “As digital-first retailers, we are more agile, more relevant and responding to consumer trends faster than ever,” Drummond recalled.

In line with this renewed strategy, Hudson's Bay has added a host of new brands to its portfolio over the last three months, including Mango Men, Sanctuary, Sweaty Betty, AFRM and Rollas Denim, among others. Other brands set to hit the Canadian retailer's online market after the summer range from Jack & Jones Premium to Urban Outfitters' BDG.

Image: Courtesy of FashionUnited