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Fashion retailer Forever 21 expands store presence in India

American fashion retail brand Forever 21, marketed in India by Aditya Birla Fashion and Retail Ltd (ABFRL), has expanded its physical retail presence in India with the opening of its fourth store, spread over an area of 6,000 square feet, in Delhi-NCR.

Rahul Jhamb, Business Head, Forever 21, said, “North India is an important market for us and we are delighted with the overwhelming response we have received so far.”

The new space houses the latest Autumn/Winter 2018 collection of the brand.

The women’s line has will sequin tops, mini suede skirts, cozy shearling jackets… The men’s has crew-knit sweaters, top coats, distressed denim, and trousers.

Markedly, ABFRL had witnessed losses worth Rs. 23 crore in the fast-fashion section mainly due to Forever 21’s sluggish performance in the last quarter.This, the company is opening stores in the regions where the brand has strong sales.

Reportedly, the restructuring and resizing of the existing Forever 21 stores to cut down losses and had limited the number of new store openings to six to eight a year, are the strategies being adopted by the company for the brand.

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