Forever 21 re-enters Noida, launches new store

American fast-fashion brand Forever 21, a part of the Aditya Birla Fashion and Retail group has re-entered the Noida market with a new store at the DLF Mall of India. The newly opened store is spread over 7,573 sq. ft. of retail space and stocks latest collections for men and women. It also houses a wide range of dresses, blazers, patterned blouses, gingham prints, shirts, polo’s, denims and jackets, 21 Men brand, Forever 21’s lingerie and shoe line.

The ABFRL which has distribution rights for Forever 21 in India will restructure its present stores in order to cut down losses. The company has decided to reduce its store size and also limit the number of new stores opened between six and eight annually. The brand expanded its reach in India’s booming Tier II and III markets with it’s first-ever store in Lucknow, Uttar Pradesh.