Forever 21 teams up with Dafiti for Brazil retail expansion
Authentic Brands Group (ABG), the parent company of Los Angeles-based apparel retailer Forever 21, announced on Tuesday a strategic partnership with Dafiti to expand the brand’s presence across Brazil.
Through the partnership, Dafiti an online leader in Latin America, specializing in retail development and brand building, will launch an all-new Forever 21 online destination and create exclusive branded product in Brazil.
The pivotal partnership comes as ABG seeks to expand and re-energize the Forever 21 brand around the world.
“Over the last year, Forever 21 has been gaining traction across Latin America, and we are excited to continue this momentum in partnership with Dafiti,” said Jarrod Weber, group president lifestyle, chief brand officer of ABG, owner of the Forever 21 brand.
“Our vision is to expand Forever 21 by delivering product that is authentic to the brand’s DNA and meets the needs of the regional consumer. We are confident that Dafiti will successfully expand Forever 21 throughout Brazil and look forward to a long-lasting partnership.”
For seven years, Forever 21 has been offering a curated assortment of lifestyle apparel and accessories in Brazil. Now it will equally broaden its focus, targeting fashion and trend-conscious consumers with a full assortment of lifestyle apparel and accessories for men, women, and teens, that is approximately 80 percent designed, sourced, and marketed locally.
“We are honored that ABG has confidence in our ability to continue Forever 21’s success in Latin America,” added Alan Kraus, chief commercial officer at Dafiti. “Forever 21 is a leader in fashion around the world and sits well within our portfolio of distinguished lifestyle brands. There is incredible demand for Forever 21 in Brazil and we look forward to modernizing the brand’s retail strategy to reach a whole new generation of consumers.”
As of Tuesday, Forever 21 is available on the Dafiti website or through the e-commerce app.
Having been purchased out of bankruptcy court by ABG and SPARC Group earlier this year, Forever 21 currently has some 500 retail stores in the U.S. Canada, Mexico, South America, Asia and Europe.
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