US-based fast fashion retailer Forever 21 has partnered with Canadian retailer Hudson’s Bay in an effort to reach more millennial and Gen Z customers.
From 11 June, Forever 21 will offer its full-line collections at certain Hudson’s Bay locations, including its stores at Yorkdale and Square One Shopping Centre.
The brand’s products are expected to be sold at additional locations across the nation over the coming months.
Forever 21 will also launch on the Hudson’s Bay Marketplace online platform this year.
The platform, which was introduced in March, currently offers more than 1,400 new or expanded brands.
Forever 21 closed its brick-and-mortar stores in Canada after filing for bankruptcy in September 2019.
Last February, the retailer received an $81m offer from a consortium comprising Simon Property Group, Brookfield Properties and Authentic Brands Group.
Forever 21 still has multiple standalone locations in the US, with YM serving as its licensee in Canada.
Hudson’s Bay chief merchant Wayne Drummond said: “As a digital-first retailer, we are more nimble, more relevant and responding to consumer trends faster than ever before.
“As we continue to transform our business, Hudson’s Bay is creating exciting depth to its fashion matrix, with coveted brands and curated experiences that provide millennial and Gen Z style-seekers with a destination to find fashion that suits their lifestyle.”
Earlier this year, Hudson’s Bay introduced a number of brands, including Mango Men, Sanctuary, Sweaty Betty, AFRM and Rollas Denim.
Later this year, the retailer will launch Jack and Jones Premium, Compania, Nia the Brand, BDG by Urban Outfitters and Wild Pony among other brands.