Forever 21 Opens 4th Store in Mumbai

Feb 28: Forever 21, a leading fast fashion brand from Aditya Birla Fashion and Retail Ltd (ABFRL), part of the Aditya Birla group, is further strengthening its foothold in Mumbai with the launch of its 4th store, taking the total count to 15 stores in India.
Forever 21 is a California-based fast fashion brand that entered the Indian market in 2010. In July 2016, ABFRL acquired the exclusive online and offline rights to Forever 21’s India network from Diana Retail Pvt Ltd.
“Having established a strong affinity with fashionable Indians in Mumbai, Delhi, Bangalore, Chennai, Pune and Hyderabad, Forever 21 creates a new fashion destination for the uber-stylish Mumbaikars with its 4th store at Phoenix Market City. Bringing global trends and runway fashion closer to the fashionistas, Forever 21 promises to provide a fashion journey with the latest looks and Spring Summer 17 collection,” said a company statement on Tuesday.
Complementing Forever 21 apparel and accessories, the new store will feature the retailer’s other brands, including 21MEN-a line of fresh, fast fashion for men of all ages, Love & Beauty-a cosmetics line and Forever 21’s lingerie and shoe line.
Abhinav Zutshi, India Business Head, Forever 21, said, “we are proud to say that Forever 21 is the most loved fashion brand by Mumbaikars and our 4th store launch is a testimony to the love and support we get from our consumers. Forever 21 brings the latest global runway trends to India and we aspire to make them accessible for fashion conscious millennials.”
Based in Mumbai, Aditya Birla Fashion and Retail Ltd manufactures and retails clothing, footwear, and leather products. ABFRL was formed after the consolidation of the branded apparel businesses of Aditya Birla Group comprising Aditya Birla Nuvo Ltd’s (ABNL) Madura Fashion division and ABNL’s subsidiaries Pantaloons Fashion and Retail Ltd (PFRL) and Madura Garments Lifestyle Retail Company Ltd (MGLRCL) in May 201 Post the consolidation, PFRL was renamed as Aditya Birla Fashion and Retail Ltd.
ABFRL shares were trading at Rs 159.65, up 1.40% from the previous closing of Rs 157.45, on BSE at 11.43 am today.