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In July 2016, Aditya Birla Fashion and Retail Limited acquired the exclusive online and offline rights to the India network of California-based fast fashion brand Forever 21. The partnership between Forever 21 and ABFRL marks a milestone in the creation of ABFRL as the largest integrated branded fashion player in India, with a strong foothold in the women’s wear segment, given the growing popularity of fast fashion and the young demographics of the country.

Forever 21 in India offers clothes and accessories for Millennials and Gen Z girls and boys, and all those who feel millennial-age at heart. With growing demand for its trendy street wear and subtle contemporary pieces, the brand has its exclusive website for the Indian market, which reaches out to its customers in over 300 towns and cities of the country. Forever 21 is one of the most searched brands online and occupies a unique position in trend leadership at super affordable price, making it is one of the most favored brands of millennials and Gen Z.

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About Aditya Birla Fashion & Retail Ltd.:

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Aditya Birla Fashion and Retail Ltd. (ABFRL) was formed after the consolidation of the branded apparel businesses of Aditya Birla Group comprising Aditya Birla Nuvo Ltd’s (ABNL) Madura Fashion division and ABNL’s subsidiaries Pantaloons Fashion & retail limited (PFRL) and Madura Garments Lifestyle Retail Company Limited (MGLRCL) in May 2015. Post the consolidation, PFRL was remained as Aditya Fashion and Retail Ltd. ABFRL is India’s no. 1 Fashion Lifestyle entity. It hosts India’s largest fashion network with over 25,000 points of sale, which include, close to 2,800 exclusive ABFRL brand outlets, with over 7.7 million sqft of combined retail footprint in India.