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By
Reuters API
Published
Jun 15, 2022
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Forever 21 takes third crack at China with new bricks and mortar store

By
Reuters API
Published
Jun 15, 2022

​American fast fashion retailer Forever 21 is making its third tilt at the China market, with plans to open a physical store in the country later this month.


Forever 21


The brand said on social media platform WeChat that it would open a store "in June" at Jingjiang Impression City shopping centre in Taizhou, a third-tier city in the eastern province of Jiangsu, which neighbours Shanghai.

Chinese online mapping apps show that a Forever 21 store is under construction at the shopping centre.

Forever 21 did not immediately respond to a request from Reuters for more information about the opening.

The youth-focused, fast fashion retailer quietly re-entered the Chinese market last August, at first selling exclusively online via platforms such as Vipshop and Pinduoduo and later opening a store on Alibaba's Tmall marketplace.

More recently, Forever 21 began making more noise on social media, with an online campaign to advertise its offerings in the "618" festival, China's major mid-year e-commerce sales event.

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