What: Hudson's Bay has so far launched large Forever 21 shops inside two Toronto area stores on Friday and plans to significantly widen the distribution of the brand.

Why is it important: Forever 21 represents opening price points at Hudson’s Bay and will help attracting younger generations.

Hudson’s Bay launched two large “full-line” Forever 21 shops within its Yorkdale and Square One Shopping Centre locations in Toronto. Several additional Hudson’s Bay locations across Canada will offer the Forever 21 brand this fall, either through delineated shops-in-shop or integrated into the women’s fashion areas.

Forever 21 will also be sold on thebay.com starting in the mid-summer. As reported, thebay.com in March converted into a marketplace format, enabling the company to quickly list a much broader spectrum of brands and products. In addition, 5 Forever 21 freestanding stores opened in the country.

In February 2020, Forever 21 was lifted out of bankruptcy through an acquisition by Authentic Brands Group and the Simon Property Group, with each acquiring a 37.5% stake, and Brookfield Property taking a 25% stake.

Hudson’s Bay Brings Forever 21 Back to Canada