Authentic Outlines ‘New Chapter’ for Forever 21, Focused Initially on Ecommerce and Wholesale
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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.
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