March 17, 2025 - 16:40
Forever 21 has once again sought bankruptcy protection as it grapples with declining foot traffic in U.S. shopping malls and fierce competition from online retailers such as Amazon, Temu, and Shein. The company, operating under F21 OpCo, announced on Sunday its decision to wind down its U.S. operations while exploring potential partnerships or the sale of its assets.
Despite extensive evaluations of various options, the company has struggled to carve out a sustainable future amidst the growing dominance of foreign fast fashion brands. These competitors have leveraged loopholes in trade regulations to offer lower prices, significantly impacting Forever 21's market share and profitability.
Chief Financial Officer Brad Sell expressed the challenges faced by the brand, emphasizing the inability to maintain a viable business model in the current retail landscape. The move to Chapter 11 bankruptcy protection marks another chapter in the ongoing struggles of traditional retailers as they adapt to changing consumer behaviors and the rise of e-commerce.
