Forever 21 enters Kolkata with its 1st store at Southcity Mall
By Nabamita Chatterjee | Retail4Growth Team | Kolkata | December 23, 2017
This is the 22nd store of the brand and 2nd in the eastern market after their launch in Siliguri which marks its entry in this zone.
Forever 21, the international fashion brand from Los Angeles, California, and part of Aditya Birla Fashion and Retail Ltd recently launched its first store in Kolkata. The sprawling new store is spread across 6,500 sq ft. of retail space and is located in the heart of the city at South City mall in the southern part of the city. Speaking at the launch, Rahul Jhamb, India Brand Head, Forever 21, Aditya Birla Fashion and Retail Ltd. said, “Kolkata is not only the most potential market in East India but one among the key markets of India and we are delighted to launch our first store in Kolkata, just in time for the year end festive season. Our first store in Kolkata and 22nd in India is a momentous step as we continue to leave our imprints in the country by making fast fashion accessible to the young fashionistas. Our new Holiday collection, designed to make fashion loving millennials look awesome during vacations and New Year will be available across all our stores. We are grateful to our patrons for making Forever 21 the most loved fashion destination of the country”.
The women’s collection offers various styles from sequin halter jumpsuits, embellished mini suede skirts, cozy shearling jackets, slip dresses and more. The men’s collection features pieces for day and night including crew-knit sweaters, top coats, distressed denim and trousers. Complementing Forever 21 apparel and accessories, the store will also feature its in-house brands, including 21MEN™, a line of fresh, fast fashion for men; and Forever 21’s lingerie and shoe line.
On this store Rahul further adds, “This store design is as per the global format and it is standardized anywhere you visit Forever 21, where the focus is completely on the fashion trends and styles. We were looking for an ideal location in Kolkata and once we got Southcity we decided to come here as this shopping precinct caters to a huge catchment and people from various age groups and income groups flock to this mall.
With 22 stores in major cities in the country, Forever 21 has built a strong market for itself. In July 2016, Aditya Birla Fashion and Retail Limited acquired the exclusive online and offline rights to Forever 21’s India network. The brand also has further plans to add more stores in the eastern market and they are looking at Guwahati to be the next destination for them in east in six months’ time. Rahul also shares, “As we have a strong presence in most of the metro cities now, we are looking at tier II cities like Lucknow, Jaipur, and have opened stores in Ahmedabad and Indore as well.”
The brand is also highly popular in the online channels like Jabong, Myntra, etc. along with their own website(www.Forever21.com/In)