Authentic Brands Group (Authentic), a global brand development, marketing and entertainment platform, and SHEIN, a global online fashion and lifestyle retailer, today announced the signing of a long-term agreement for the Forever 21 brand in key lifestyle and fashion categories for men and women, which welcomes leading trend and lifestyle brand Forever 21 to SHEIN.
Through the partnership, SHEIN will design, manufacture and distribute a line of Forever 21 apparel and accessories including sportswear, activewear and swimwear, among others. Co-branded Forever 21 x SHEIN, the line will leverage SHEIN’s industry-leading, on-demand production model, which helps reduce inventory waste. Items from the Forever 21 x SHEIN collection will be available for sale online exclusively on SHEIN sites in the U.S., parts of Europe and Australia. Forever 21 x SHEIN will be available on shein.com, and other SHEIN-branded retail and digital channels.
The partnership comes on the heels of the August 2023 announcement that SHEIN acquired an approximately one-third interest in SPARC Group (SPARC), a joint venture that includes Authentic and Simon Property Group and the core operating partner of Forever 21 in the U.S. In tandem, SPARC became a minority shareholder in SHEIN.
“SHEIN’s innovative approach to engaging with consumers gives them the ability to deliver trends at speed. With an evolving retail landscape, where digital interaction has become the cornerstone of e-commerce, SHEIN has led the way in redefining how brands connect with consumers,” said Jamie Salter, Founder, Chairman and CEO of Authentic. “We are excited to partner with SHEIN, as this collaboration perfectly fits into our distribution strategy for the brand’s new key markets.”
“We’re thrilled to bring the renowned Forever 21 brand to SHEIN customers using our manufacturing capabilities and online store,” said Donald Tang, Executive Chairman at SHEIN. “Forever 21 and SHEIN share a mission to deliver products that our customers love at an incredible value. This exciting new aspect of our partnership with Authentic furthers our goal of making fashion accessible to all and we look forward to bringing this to life for our customers.”
Forever 21 is globally renowned as one of the original trendsetting fashion retail brands. SHEIN is a leading, digital-first e-retailer that recently launched SHEIN Marketplace in regions including the U.S. By combining their respective strengths and resources, these two brands are poised to usher in a new era of digital access. Earlier this month, SHEIN hosted its first pop-up within a Forever 21 at Ontario Mills shopping center, with over 7,000 guests passing through.