On the 30th of September, Forever 21 was forced to close its website and brick-and-mortar
stores after filing for Chapter 11 bankruptcy in the US. At the time, there
were three shops in the UK and 800 outlets across the world.
The fashion brand has now re-entered the UK and EU market.
The company announced its digital UK launch as part of a new e-commerce-centric
global expansion strategy; that is, it has an online store for British
customers. The firm has collaborated with the cross-border e-shopping solutions
provider Global-e to give its clients
the opportunity to benefit from localised shopping experiences. Shipping will
be from its US fulfilment hub.
This new approach has proven to be successful till now.
Already, the retailer has enjoyed a significant increase in conversion rates
and online orders in test markets. Moreover, consumers are more
satisfied with this new service.
The brand’s international online offering allows clients
from across the world to settle their bill in more than 95 currencies. It
supports more than 150 local and alternative payment methods and localised
checkouts in 25 languages. Forever 21’s CEO advanced “Our
loyal consumers are digital savvy and expect a seamless, sophisticated online
shopping experience, so it is vital for us to ensure that every step in the
online journey is tailored to their needs and preferences”.
Forever 21 is operating again after going bankrupt
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