ABG, Simon, Brookfield Finalize Deal to Buy Forever 21

Looks like Forever 21, once thought to be going the way of the Do Do Bird, will not only stay in business, but its new owners are set to expand its brand around the world.

Authentic Brands Group (ABG), a global brand development, marketing, and entertainment company, announced this week that the acquisition of America’s original fast fashion retailer, Forever 21 has been finalized. ABG and Simon Property Group (Simon) will each own 37.5 percent, and Brookfield Property Partners (Brookfield) will own 25 percent of the intellectual property and operating businesses.

With this move, ABG, Simon, and Brookfield become the new ownership group for Forever 21. Building on the success of Aéropostale, this similar ownership structure positions Forever 21 for long-term performance and growth, including their plan to keep all the current 480 retail stores open in the United States, as well as expand the brand internationally.

“Forever 21 is a powerful retail brand with incredible consumer reach and a wealth of untapped potential,” said Jamie Salter, Founder, Chairman, and CEO of ABG. “We’re looking forward to working with the F21 team and our global partners. Together, we’ll revitalize the brand’s core business and connect with audiences around the world through new product offerings and experiences.”

Forever 21 is a global fashion retailer of women’s, men’s, and kid’s clothing, accessories, and footwear, as well as beauty. The LA-born brand, which was established more than three decades ago, is known for offering a broad selection of on-trend and fashion-forward merchandise at a compelling value. It is expected that Forever 21 stores will continue to operate across the United States and international territories. The brand’s new owners will also oversee the continued operation of its headquarters in Los Angeles, CA and maintain its robust eCommerce business.

Forever 21 is working with various landlords to continue store operations in key regions. Forever 21 will convert its current, owned store operations in Central America, South America, Mexico, the Philippines, and the Caribbean to a licensed partnership model. The new ownership group will work with existing and new partners to expand Forever 21 across key territories, including South America, Western and Eastern Europe, China, Southeast Asia, Middle East, and India.

ABG will leverage its marketing expertise and global network of partners to inject new life into the brand, with an emphasis on trend-conscious design, speed to market, and moving towards a more sustainable supply chain. The strategy will focus on engaging Gen Z audiences by introducing refreshed creative, targeted digital campaigns, and influential collaborations.

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