Forever 21 enters UP with store in Lucknow

Aditya Birla Fashion and Retail Ltd marketed brand Forever 21 has entered a new market in India with its first store in the state of Uttar Pradesh.
 
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The fast fashion brand opened a store at Sahargunj Mall in Lucknow and is spread across an area of 8,500 sq ft. The store will house the latest spring ’18 collection for both men and women. The collection is available across all stores in India and on Forever21.com.
 
Rahul Jhamb, Brand Head, Forever 21 was quoted by PTI as saying, “We are delighted to launch our first store in Lucknow, which marks our foray into the vibrant state of Uttar Pradesh. At Forever 21, we aim to make fast fashion accessible to millennials at affordable price points and we are proud to be at the forefront of the fashion revolution that is underway in this Nawabi city.
 
“Over the last few years, the brand has gained immense popularity amongst the fashion conscious millennials who are always on a lookout for fresh and unique styles. As we commence this brand new journey, we would like to thank our patrons for making Forever 21 the most loved fashion destination of the country,” he added.
 
Interestingly, Aditya Birla Fashion and Retail Ltd (ABFRL) which owns the Indian licence for the American fast-fashion brand Forever 21 is looking at cost cutting initiatives and downsizing their non performing retail stores for Forever 21 due to losses.
 
ABFRL had reported losses of 23 crore rupees (approximately 3.45 million US dollars) in the fast-fashion section of its business during the financial quarter, ended December 2017 which was majorly attributed to Forever 21’s poor performance.

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