Forever 21 revamps online operations amid hundreds of store closures

Forever 21 has announced a major overhaul of its online operations as it aims to shift its focus away from its embattled physical store estate.

The fashion retailer is partnering with ecommerce specialist Global-e to create a new “advanced global online shopping experience” in Canada, Asia and Latin America.

In October Forever 21 announced that it was to shut all of its physical UK stores while filing for Chapter 11 bankruptcy in the US where it is based.

Amid years of falling sales and increasing physical store costs Forever 21 announced late last year that it had been forced to axe around half of its massive global estate, shrinking from 800 stores across 57 countries to roughly 450.

Forever 21 is now shifting its focus towards its global online operations, enlisting Global-e’s technology to offer customers payment in over 95 currencies, 150 local and alternative payment methods, tax and duty calculation, 21 languages and a wide range of shipping methods.

READ MORE: Forever 21 confirms UK store closures

This partnership will also allow Forever 21, which has a significant online and social media presence, to offer market specific promotions according to its local marketing strategy and business promotions.

“Ecommerce forms a large chunk of the profitable core of our operations and as part of our new global strategy, Forever 21 will leverage Global-e’s technology to offer international customers an outstanding online experience,” Forever 21 president Alex Ok said.

“With the continued increase in demand from international shoppers for our brand, we recognised that an advanced global online shopping experience is a fundamental part of our future growth.

“The seamless localised shopping experience our consumers around the world can now enjoy is a vital milestone in our mission to use the latest retail technology to bridge the online gap between the convenience of ecommerce and the local experience of in-store.”

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