Authentic Brands Group (Authentic), the owner of the Forever 21 brand, has announced a strategic shift for the retailer's U.S. operations, appointing new partners to spearhead its e-commerce and wholesale business. This move follows Forever 21's second bankruptcy filing earlier this year, signaling a new chapter focused on digital and wholesale channels.
Strategic Partnerships for Digital and Wholesale Dominance
Authentic Brands Group has selected a network of specialized partners to revitalize Forever 21's presence in the U.S. market. Unique Brands will take the helm of the brand's e-commerce operations and the men's wholesale category.
Complementing this, Mark Edwards Apparel will be responsible for the women's wholesale segment, while Kidz Concepts will manage the children's wear division. This multi-partner approach aims to leverage expertise across different facets of the retail landscape.
Paving the Way for a Physical Comeback
While the immediate focus is on strengthening its digital and wholesale channels, Forever 21 is also planning a return to brick-and-mortar retail. Authentic has indicated that it is in advanced discussions with a leading retail operating partner to establish new U.S. stores.
This initiative underscores Authentic's commitment to maintaining a physical presence for the brand, aiming to balance its touchpoints across both digital and in-store experiences for continued success.
A New Chapter Driven by Expertise
Jarrod Weber, Global President, Sports and Lifestyle at Authentic Brands Group, expressed enthusiasm for this new phase, saying that by aligning with expert operators in digital commerce, wholesale and youth apparel, the brand is being positioned for long-term relevance and success.
This strategic realignment follows Authentic's acquisition of the Forever 21 intellectual property after its 2019 bankruptcy, with the company that operated its U.S. business filing for bankruptcy protection in March 2025.
