Get ready to shop Forever 21 in a whole new way. You may know about the retail empire’s in-house lines—like separates-driven Love 21 and plus size-friendly Forever 21+—but did you know that the store also sells other non-Forever 21 brands exclusively on its website? Check out what we found in Forever 21’s Branded Shop.
Blessed Are the Meek Open-Knit Midi Dress, $180, forever21.com
According to a brand spokesperson, the Forever 21 shop-in-shop experience launched in November 2014 (quietly, we might add) with approximately 20 non-Forever 21 labels. To date, there are currently more than 100—and more to follow. They range from more well-known names such as Dolce Vita, Ban.do, and Happy Socks, to up-and-coming brands like Amber Sceats, Rise of Dawn, and Clashist.
While Forever 21 isn’t the first brand to make retail partnerships work—J.Crew’s In Good Company collective started back in 2007 and Target launched a limited partnership with brands called The Shops at Target in 2012—it is interesting to see the company diversify its offerings past what we’ve known for almost 20 years.