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Forever 21 goes to UK this autumn

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, the US equivalent to or New Look, is to open its first UK store in Birmingham’s Bull Ring on November 12, covering an area of 53,000 sq ft. In April it was revealed that the brand would open its first store in autumn, but the exact date of opening was not known and the company kept its exact locations under wraps.

Forever 21 opens first store in West Bengal
Forever 21 is a pioneer in the fast fashion category, which makes it the most preferred fashion destination for young and fashion conscious consumers

The fashion retail chain is also planning to open in Westfield Stratford in London and in Dublin’s Jervis Centre.

The retailer is looking for more London stores as well as shops in UK centres such as Manchester, and Glasgow, as well as European centres such as Paris, Milan, Munich, Amsterdam, Vienna, Madrid and Barcelona.

Forever 21’s Executive Vice President, Larry Meyer, said: “Forever 21’s fast-fashion concept perfectly suits the European consumer’s appetite for trend-led fast fashion at value prices.”

The brand’s renowned for its catwalk-inspired pieces at ludicrously low prices to make sure shoppers are never off fashion’s pulse. And it’s got quite the celeb following too, with the likes of Kristen Stewart and sporting Forever 21 designs.

Forever 21 is based in Los Angeles and sells women’s, men’s and children’s clothing and accessories with more than 480 stores in the United States and Puerto Rico and international operations in Canada, Korea and Japan. The brand forayed into the Indian market in September 2010, with its flagship store in the capital.