Will Forever 21 Be Able To Succeed as a Digital-First Retailer and Wholesaler?

Following its second bankruptcy in six years, which took place in March as Retail Dive senior reporter Daphne Howland noted, it appears that Forever 21 will be helmed by a number of discrete operators working in distinctly separate spaces — most notably, e-commerce operations in the United States.

On the U.S. e-commerce side, Unique Brands will be charged with managing Forever 21’s operations. Concerning the brand’s stateside women’s wholesale business, that falls to Mark Edwards Apparel, per Chain Store Age’s Marianne Wilson. Meanwhile, Kidz Concepts, zeroed in on trending apparel collections, will take point on the U.S. wholesale partnership concerning children’s apparel.

Authentic Brands Group — which has a stake in former Forever 21 owner and operator Catalyst brands through a joint venture with SHEIN and Simon Property Group — put Jarrod Weber, global president for sports and lifestyle, forward to offer remarks on the move.

“This marks a sensational new chapter for Forever 21 and underscores our commitment to meeting consumers where they are,” Weber said.

“By aligning with expert operators in digital commerce, wholesale and youth apparel, we are setting Forever 21 up for long-term relevance and success, delivering fast, accessible fashion to Millennial, Gen Z and future generations through the channels they trust and prefer,” he added.

Forever 21 Enters a Competitive Market, But Can it Make Inroads?

Given its two prior bankruptcies — and the fact that Authentic Brands Group CEO Jamie Salter termed his company’s buyout, alongside Simon Property Group and Brookfield, of Forever 21 out of bankruptcy as “probably the biggest mistake I made” in the recent past — rolling the dice on the fast-fashion brand’s ability to hold its own in a hyper-competitive e-comm apparel space seems a risky proposition.

There’s little chatter among consumers on social media platforms over the now-defunct brand — one dominant narrative points to a “vintage Forever 21” meme circulating which pokes fun of the brand’s lack of historical provenance, while a second thread highlights its forward-thinking usage of AI catwalk models in displaying product — but one thing does seem certain: The label does have some cultural cache to trade upon, whether positive or negative.

But with the suspension of the de minimis exemption due to order of the Trump administration, can Forever 21 return as a serious contender in the online apparel retail space? SHEIN, which worked with Forever 21 to little effect in 2023 and has at least some interest in seeing the brand succeed, and to a lesser extent, Temu, are facing headwinds in the U.S. market due to the closing of that loophole. Further, analyst post-mortem examinations of the major sticking points attached to Forever 21’s second bankruptcy may no longer be applicable.

“Forever 21’s decline is rooted in several key missteps that highlight traditional retailers’ challenges in today’s dynamic market,” said Sudip Mazumder, SVP of digital business consultancy Publicis Sapient, in June 2024, per Digital Commerce 360. “Their rapid expansion saddled them with high real estate costs as mall traffic dwindled and ecommerce boomed.”

“Forever 21’s ecommerce efforts lagged, with a less competitive online presence compared to digitally focused competitors,” Mazumder added.

That may no longer be the case, at least if the stars align.

In a March 2025 breakdown of not only Forever 21’s fate and fortunes, but of ultra-fast-fashion as a whole, Vogue cited Elizabeth L Cline, author and lecturer of fashion policy at Columbia University, on the subject.

“Ultra-fast fashion is alive and well, as evidenced by Shein and Temu’s extraordinary rise. But rising costs and geopolitics will likely push more players out of the market, leading to further consolidation. Meanwhile, middle of the road brands will continue to struggle to keep up with the frenzied pace, style and fickleness of social media,” Cline noted.

“These days, the future of fast fashion is being shaped less by conversations about quality or sustainability — and more by Gen Z’s appetite for constant content. As the pace accelerates and the players evolve, the industry’s future won’t be shaped by nostalgia or novelty — but by who can afford to keep up and who’s willing to look away,” she added.

With Temu and SHEIN being hampered by an ongoing trade headwind and Forever 21 being backed for a push by significant capital, the possibility presents itself that the brand may be able to recapture at least some, if not more, of its former station.