Forever 21 returns to the UK online after collapsing into bankruptcy last year

Forever 21 is set to relaunch online in the UK after disappearing from high streets and filing for bankruptcy last year.

The embattled fast fashion retailer, which was bought out of bankruptcy in February for $80 million (£62 million) by two of its largest landlords, is opening an online store to serve “loyal Forever 21 fans in the UK and mainland Europe”.

Unlike its larger online fashion rivals with well established logistics networks across the UK, Forever 21 will ship items internationally from its US fulfilment hub.

Forever 21 told Charged that its ‘free express delivery’ will take between three and four business days to reach the UK, though its questionable whether this will deter customers who are used to rapid delivery and returns options from retailers like Asos.

READ MORE: Forever 21 to axe 350 stores after filing for bankruptcy

This forms part of its strategy to prioritise its less costly ecommerce operations, after being forced to axe 350 of its near 800 stores last year due to financial woes.

The brand is also launching an app and is partnering with payments giant Klarna to offer ‘buy now, pay later’ options.

“Despite the market conditions the entire industry is facing due to the COVID-19 pandemic, we see a strong demand for the Forever 21 brand in the UK and the rest of Europe,” Forever 21’s chief executive Daniel Kulle said.

“We are dedicated to providing the best online shopping experience for both our UK shoppers and other loyal customers globally.”

Its ecommerce technology partner Global-e’s chief executive Matthew Merrilees added: “Forever 21 is a strong brand that has fortified its position as an online leader and has taken valuable steps to get ahead of the curve, with a renewed shift to ecommerce and an advanced cross-border strategy.

“Since launching its online store that is fully localised to individual markets, the brand is already driving an uplift in online conversion rates and we couldn’t be more excited to support the relaunch of its online activity in the UK.”

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