NEW YORK — Authentic Brands Group (Authentic), a global brand development and licensing platform, announced new strategic operating partners for its Forever 21 brand in the U.S. These new partners mark a pivotal moment in Forever 21’s transformation to a digital-first, consumer-led brand.

Authentic’s new U.S. partner network is comprised of the following:

Unique Brands, a leading digital retail solutions provider, will take the helm of Forever 21’s U.S. e-commerce operations and men’s wholesale. With proven expertise in scalable, tech-forward e-commerce systems and omnichannel consumer engagement, Unique Brands is uniquely positioned to drive a reimagined digital retail experience.

Mark Edwards Apparel (Mark Edwards) is now the brand’s U.S. women’s wholesale partner. A longstanding go-to for brands seeking scale and speed, Mark Edwards is recognized as a trusted leader in delivering trend-driven designs for mass audiences. With deep expertise in forecasting, product development and market responsiveness, the company is uniquely positioned to elevate Forever 21’s presence across wholesale channels.

Kidz Concepts, a leader in children’s apparel design and manufacturing, will serve as Forever 21’s U.S. partner for kidswear. Specializing in trend-right, quality-driven collections for the next generation, Kidz Concepts brings deep expertise across product development and distribution. With its proven ability to deliver fashion-forward styles that balance comfort, creativity and value, the company is well-positioned to expand Forever 21’s presence in the kids’ category and connect with young consumers and families nationwide.

“This marks a sensational new chapter for Forever 21 and underscores our commitment to meeting consumers where they are,” said Jarrod Weber, Global President, Sports & Lifestyle, Authentic Brands Group. “By aligning with expert operators in digital commerce, wholesale and youth apparel, we are setting Forever 21 up for long-term relevance and success, delivering fast, accessible fashion to Millennial, Gen Z and future generations through the channels they trust and prefer.”

By leveraging the unique strengths of each of its new operating partners Forever 21 is accelerating its digital-first strategy while continuing to emphasize in-person shopping experiences through its retail stores and pop-up activations across key international markets. Through this blended approach, Authentic is cultivating a high-performance global ecosystem designed to drive innovation, efficiency and continued brand resonance.

More so than ever, Forever 21 is focused on speed, agility and trend leadership as the brand meets the demands of today’s fast-moving fashion landscape across digital and wholesale channels. Additional updates on the brand’s distribution retail strategy will be announced soon.

About Authentic Brands Group
Authentic Brands Group (Authentic) is the world’s leading owner of sports, lifestyle and entertainment intellectual property. It acquires and owns iconic brands, positions them for long-term growth and partners with top-tier operators to scale globally, all while delivering bold storytelling and marketing that brings each brand to life. Authentic owns more than 50 global brands, generating approximately $32 billion in annual retail sales. These brands have a significant presence in 150 countries, with more than 29,000 freestanding stores and shop-in-shops, as well as 400,000 points of sale worldwide. Authentic’s portfolio of globally recognized brands includes Shaquille O’Neal, David Beckham, Reebok, Champion, Nautica, Elvis Presley, Marilyn Monroe, Sports Illustrated, Eddie Bauer, Aéropostale, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Quiksilver, Billabong, Sperry, Hunter and Ted Baker. Through its joint venture with Saks Global, Authentic Luxury Group (ALG), it drives growth for luxury and accessible luxury brands, including Barneys New York, Judith Leiber, Hervé Léger, Vince, Neiman Marcus, Saks Fifth Avenue and Saks OFF 5TH. For more information, visit authentic.com.

About Forever 21
Forever 21 is redefining what it means to be a fashion leader. A brand built on empowering self-expression through style, Forever 21 is committed to meeting its community where they are. With a sharp focus on today’s connected consumer, Forever 21 delivers trend-driven fashion and everyday essentials that inspire confidence, creativity, and individuality. Its approach blends high style with incredible value, making it easier than ever for customers to discover looks they love, anytime, anywhere. With a strong pulse on culture and a deep connection to its audience around the world, Forever 21 continues to lead with bold energy, staying true to its roots while shaping the future of fashion. For more information, visit forever21.com.