Forever 21 has entered into a partnership with mall owner GGP Inc. to debut a new, freestanding brick-and-mortar retail format.
The Los Angeles-based fast-fashion giant will launch Riley Rose, a beauty boutique, at 13 GGP regional shopping centers, with 10 locations opening in 2017. According to a report by newbeauty.com, the new concept will be experiential, millennial-focused and Instagram-friendly.
“Forever 21 is always ready to expand into new concepts, and has partnered with GGP to open stores in 13 of their top tier locations,” said Do Won Chang, CEO of Forever 21. “These new, experiential spaces will be focused on accessories, cosmetics and home goods for the millennial consumer. We will open 10 stores in 2017, and follow up with three more in 2018.”
“Customers have come to expect lifestyle options at their regional shopping centers,” said Sandeep Mathrani, CEO of GGP, which currently owns and operates 127 retail properties in 40 states. “Millennials have embraced the Forever 21 brand, and GGP is thrilled with the introduction of Riley Rose. We know our shoppers will enjoy it.”