Forever 21 makes Canadian return with Hudson’s Bay debut

Fast-fashion chain Forever 21 is returning to Canada via a new partnership with the Hudson’s Bay.

As of Friday, Hudson’s Bay stores at Yorkdale and Square One Shopping Centre locations will debut Forever 21 full-line collections, with additional locations expected to offer the Forever 21 brand nationwide. Forever 21 will also be available on thebay.com come mid-summer.

“As a digital-first retailer, we are more nimble, more relevant and are responding to consumer trends faster than ever before,” said Wayne Drummond, chief merchant at Hudson’s Bay.

“As we continue to transform our business, Hudson’s Bay is creating exciting depth to its fashion matrix, with coveted brands and curated experiences that provide Millennial and Gen Z style-seekers with a destination to find fashion that suits their lifestyle.”

The partnership comes as Hudson’s Bay undertakes an expansion of its offering for Millennial and Gen Z shoppers. Most recently, it introduced brands such as Mango Men, Sanctuary, Sweaty Betty, AFRM, Rollas Denim, and more. Likewise, this fall, the retailer will launch Jack & Jones Premium, Compania, Nia The Brand, BDG by Urban Outfitters, Wild Pony, to name a few.

In March, it also launched a new marketplace format at thebay.com with plans to welcome by the end of 2021 more than 500 new sellers and introduce significantly-expanded product categories such as sports and recreation, tech, pets, health and wellness, and even vintage designer handbags and watches never before available.

Forever 21 was purchased out of bankruptcy court by ABG and SPARC Group earlier this year. YM Inc. is currently the Canadian licensee of the brand.

Forever 21 makes Canadian return with Hudson’s Bay debut

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