Authentic Brands hopes to relaunch Forever 21 in the UK. There is no current Forever 21 business in the UK but at one time the UK had as many as eight stores. It expanded too quickly in the UK and had too many large format stores in shopping centers with poor footfalls. Forever 21 had a strong brand image and had a dedicated customer base but over-bought and ended up with stock issues.

Forever 21 filed for bankruptcy toward the end of 2019. It was shut down and then bought by Authentic Brands. The new ownership gives Forever 21 the opportunity to try to start again with a clean slate in the UK since there is a recognisable brand and brand equity. Forever 21 will have an opportunity and advantage over other brands, which don’t have that strength to be able to negotiate on favorable terms with lower rents, shortage leases with break clauses. But the apparel market in the UK is having difficult times at the moment. There is serious competition from online retailers apart from rivals. If Forever 21 decides to relaunch in the UK, it will need to begin with pop-up stores to get a feel for what customers want.