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Forever 21 Expands Into Home Decor

Forever 21 just kicked off its first-ever full home collection with over 200 styles.

The fast-fashion retailer’s new Home at Forever 21 line is expected to feature new items every season for home, office and dorm. And while the initial launch includes 200-plus SKUs, more could be included as the line expands.

“Styles include trendy items with lots of fashionable flair as well as more classic and timeless designs,” the company said. “Cozy and comfortable throw pillows and rugs to sparkly string star lights, rainbow keyboard covers and tie-dye inspired soap dispensers—this collection offers fashion for every room at home.”

Fast-fashion chain Forever 21 is expanding from apparel and accessories to include home furnishings as it looks to grow its customer base.
Bath items from Forever 21’s new home collection. Courtesy

Prices range from $3 to $65. Room and bedding items start from $17.99, and bath and body items start at $7.99 for organic cotton towels. Other home categories include kitchen and dining, lighting, office and stationery, electronics and novelty and party supplies.

Forever 21 has been rebuilding its business since its Chapter 11 bankruptcy in September 2019. The company was sold for $81 million to Authentic Brands Group (ABG) and its two largest landlords, Simon Property Group and Brookfield Property Partners in February last year.

ABG typically takes 100 percent ownership of the intellectual property assets, leveraging its strength in licensing and brand building. In the Forever 21 structure, however, ABG and Simon each own a 37.5 percent stake in the retailer, with Brookfield taking the remainder.

At the time of the bankruptcy, Forever 21 operated 549 stores in the U.S. and 251 stores internationally. The door count was pared down to 448 domestic and 145 overseas locations at the time the new owners inked their deal to acquire the retailer’s assets.

Co-founders Do Won and Jin Sook Chang, who started the company as a single 900-square-foot store in Los Angeles on Figueroa Street under the name Fashion 21, have since departed. The company’s expansion into big boxes spanning as much as 40,000 square feet eventually led to liquidity issues, financial distress, and inevitably its bankruptcy collapse.Fast-fashion chain Forever 21 is expanding from apparel and accessories to include home furnishings as it looks to grow its customer base.

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In June, Forever 21 teamed up with Canada’s Hudson’s Bay department stores to offer merchandise at select doors to grow its base among younger consumers. For the month of October, and in honor of Breast Cancer Awareness month, the fast-fashion chain will donate $1 for every specially marked item in its Stand Up To Cancer Collection (SU2C) that is sold. The chain has guaranteed a minimum donation of $5,000. In addition, shoppers can further support SU2C by rounding up their purchase to the nearest dollar at checkout at Forever 21 retail doors.

But even as Forever 21 pushes forward on growing its retail offerings and customer base under new ownership, it sill has some work to do on the manufacturing side with its licensing partners. Forever 21 was cited in December last year—along with Ann Taylor, Macy’s, Michael Kors, Nike, Prada and Walmart—as one of 28 worst-performing brands assigned to the Red Zone category for their lack of engagement and supply-chain visibility in sourcing policies around sustainable viscose.