J.C. Penney announced on Monday the launch of fast-fashion brand Forever 21 in 100 store locations nationwide and online at jcpenney.com.
The strategic move further establishes J.C. Penney as a generational shopping destination and bolsters its position as a retailer for teens and young adults with a curated assortment from the iconic fashion retailer’s core women’s products, trend pieces, and exclusive collaborations.
“Forever 21 and J.C. Penney share a mission to make the latest trends accessible to all while inspiring unique style and confidence,” said Michelle Wlazlo, executive vice president, chief merchandising officer at J.C. Penney.
“The addition of this brand to our portfolio rounds out our Young Minded assortment and brings an exciting new element of in-the-moment fashion.”
The J.C. Penney assortment includes tops, bottoms, and dresses rooted in West Coast style and composed of new, neutral must-haves and trending design aesthetics like velvet and floral. A 360-marketing campaign is expected to drive the launch with in-store, e-commerce, social media, and direct mail promotions.
“Forever 21’s relationship with the Generation Z customer is a perfect alignment for J.C. Penney, who is also committed to bringing innovation, excitement and fashion to a young consumer that understands the quickly evolving trends in fashion,” said Jarrod Weber, group president lifestyle, chief brand officer – lifestyle at Authentic Brands Group, owner of Forever 21.
“We are particularly pleased to bring both companies together for the launch of this creative brand and marketing opportunity.”
In September 2025, Forever 21 filed for Chapter 11 bankruptcy protection, as it fell victim to the rising popularity of online shopping and changing fashion trends. The American fashion retailer reached an agreement with Authentic Brands Group, Simon Property Group, and Brookfield Property Partners to sell its assets for $81 million.
Forever 21 is currently located in more than 540 locations globally and online.
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