CHICAGO — Rumblings about Forever 21 opening freestanding beauty boutiques have been circulating since early this month, but details about the retailer’s plans emerged today. Called Riley Rose, the highly anticipated beauty boutiques are set to open this year at 13 GGP regional shopping centers.
“These new, experiential spaces will be focused on accessories, cosmetics and home goods for the millennial consumer. We will open 10 stores in 2017, and follow up with three more in 2018,” said Do Won Chang, CEO of Forever 21.
GGP currently owns and operates 127 retail properties in 40 states. It focuses on creating an optimal customer experience, by offering a mix of traditional retailers, e-commerce tenants expanding into brick-and-mortar, dining and entertainment.
“Customers have come to expect lifestyle options at their regional shopping centers,” said Sandeep Mathrani, CEO of GGP. “Millennials have embraced the Forever 21 brand, and GGP is thrilled with the introduction of Riley Rose. We know our shoppers will enjoy it.”