Forever 21 and Dafiti Announce Strategic Partnership
Authentic Brands Group (ABG) and Dafiti, the leading e-commerce company in Brazil, have announced a strategic partnership to expand Forever 21’s presence across the region.
Dafiti is an online leader in Latin America that is revolutionizing the fashion ecosystem. Specializing in retail development and brand building, the company leverages state-of-the-art technology to drive a seamless and convenient consumer experience across all touchpoints. Through the partnership, Dafiti becomes a pivotal partner as ABG furthers its Forever 21 strategy to expand and re-energize the brand around the world. Dafiti will launch an all-new Forever 21 online destination and create exclusive branded product in Brazil.
“Over the last year, Forever 21 has been gaining traction across Latin America, and we are excited to continue this momentum in partnership with Dafiti,” said Jarrod Weber, Group President Lifestyle, Chief Brand Officer of ABG, owner of the Forever 21 brand. “Our vision is to expand Forever 21 by delivering product that is authentic to the brand’s DNA and meets the needs of the regional consumer. We are confident that Dafiti will successfully expand Forever 21 throughout Brazil and look forward to a long-lasting partnership.”
For seven years, Forever 21 has been offering a curated assortment of lifestyle apparel and accessories in Brazil, allowing it to capture a loyal following of Millennial and Gen Z consumers in the region. Forever 21 now broadens its focus, targeting fashion and trend-conscious consumers with a full assortment of lifestyle apparel and accessories for men, women, and teens, that is approximately 80% designed, sourced, and marketed locally.
“We are honored that ABG has confidence in our ability to continue Forever 21’s success in Latin America,” said Alan Kraus, Chief Commercial Officer at Dafiti. “Forever 21 is a leader in fashion around the world and sits well within our portfolio of distinguished lifestyle brands. There is incredible demand for Forever 21 in Brazil and we look forward to modernizing the brand’s retail strategy to reach a whole new generation of consumers.”