Forever New Building Ouit Presence in North America
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Australian retailer Forever New is ramping up its presence in North America, with plans to launch a standalone website in the US, sell through major department stores, including Bloomingdales and Nieman Marcus, and open two new stores in Canada.
The news, announced on Monday, is the latest sign of Forever New’s global aspirations. The brand has formed a string of partnerships with retailers around the world, including Asos and Next in the UK, Zalora in Singapore and Zalando in Europe, and last year, it revamped its website to better serve international customers.
“Forever New has a unique product offering and our handwriting is not only relevant to the markets in the Southern Hemisphere but also in the Northern Hemisphere. We offer a real point of difference,” Carolyn Mackenzie, managing director of Forever New, told Inside Retail.
Focus on third-party expansion
According to Mackenzie, the retailer’s presence in the Canadian market over the last few years has sparked interest from American retailers.
Forever New, which trades as Ever New in North America, appears to have four bricks-and-mortar stores in Canada – three in the Vancouver area, and one in Toronto. The retailer plans to open a second store in Toronto a new location in Calgary this year.
The retailer started selling in the US market via Nordstrom.com in 2018, and on Monday, it announced it will launch a standalone website in the coming months. It will also launch offline in Bloomingdales and Nieman Marcus department stores, and expand its online presence via Nordstrom, Lulus, South Moon Under and Amazon.
Mackenzie said the privately-held business is currently focusing its efforts on third-party and digital expansion, but that it may open standalone stores in the US in future.
“Being an agile and fast-moving business means there is always the possibility…”
“Being an agile and fast-moving business means there is always the possibility…” she said.
Broader transformation underway
The ramp-up overseas is just part of the multi-faceted transformation currently underway at Forever New.
In late 2018, it overhauled its global e-commerce platform to make the online shopping experience more seamless, and in 2019, it unveiled two first-to-market digital initiatives: a reserve-in-store option and visually-similar product recommendation tool.
It has also launched a new high-end store concept designed by Hecker Guthrie, featuring terrazzo tiled floors, brushed brass detailing and fluted glass panels.
“[T]he new store concept embodies the feminine signature of the brand,” Mackenzie said, calling it “the perfect backdrop to the brand’s distinctive designs and prints”.
Next up for Forever New? More inclusive sizes.
“Following on from the success of Forever New Petite and to ensure the accessibility of Forever New for all, we’re planning on expanding our category offering with ‘Forever New Curve’,” Mackenzie said.
“Stay tuned for more details on these exciting initiatives.”
Questions & Answers
Q.What is the primary focus of Forever New's North American expansion strategy?
What is the primary focus of Forever New's North American expansion strategy?
The retailer is primarily focusing on third-party and digital expansion, including a standalone US website, selling through major department stores, and expanding online via Nordstrom, Lulus, South Moon Under and Amazon.
Q.How many physical stores does Forever New currently have in Canada, and where are they located?
How many physical stores does Forever New currently have in Canada, and where are they located?
Forever New, trading as Ever New, appears to have four physical stores in Canada. Three are in the Vancouver area, and one is in Toronto. Two more stores are planned for this year.
Q.Beyond North American expansion, what other significant initiatives are underway at Forever New?
Beyond North American expansion, what other significant initiatives are underway at Forever New?
The company has overhauled its global e-commerce platform and launched new digital initiatives like reserve-in-store. It also unveiled a new high-end store concept and plans to introduce 'Forever New Curve' for more inclusive sizing.
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