The Real Deal Los Angeles

Forever 21 launching new beauty store concept Riley Rose

Retail chain expects to open 13 boutiques by 2018
May 23, 2017 10:00AM

Forever 21 store (Getty Images)

Fast-fashion retailer Forever 21 is getting dolled up.

The company announced it would open a new freestanding shop called Riley Rose, which would focus on beauty, home goods and accessories.

It will open 10 Riley Rose shops this year and has plans to open three more in 2018, Women’s Wear Daily reported.

The stores will open at properties owned by Chicago-based real estate investment firm GGP Inc., formerly General Growth Properties. The firm owns and operates 126 retail properties including the Glendale Galleria and Galleria at Tyler in Riverside.

The “experiential” spaces will focus on the millennial consumer, according to a statement by Forever 21 CEO and co-founder Do Won Chang.

Forever 21 already offers shoppers a selection of beauty products inside its stores and online from its own private-label line and brands like e.l.f. Cosmetics and NYX.

Neil Saunders of Global Data Retail said it’s more common for apparel retailers to bring beauty into existing stores.

“It is unusual to do something stand-alone,” Saunders told WWD.

But the company is not the first retailer to consider freestanding beauty shops. It’s been rumored that Anthropologie is considering the idea of launching its own stand-alone stores, according to WWD. [WWD]Subrina Hudson