JCPenney Adds Forever 21 Collection

Forever 21

Department store chain JCPenney on Monday (Dec. 13) added Forever 21 to its offering of national fashion brands in 100 U.S. stores and online at to increase the store’s appeal to teenagers and young adults.

The partnership means JCPenney will feature a curated assortment from the fashion retailer’s line of women’s products, trend pieces and exclusive collaborations.

“Forever 21 and JCPenney 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 JCPenney, in the joint announcement. “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 assortment of Forever 21 tops, bottoms and dresses at JCPenney is “rooted in West Coast style and composed of new, neutral must-haves and trending design aesthetics like lush velvet and chic floral,” the joint announcement says. The addition of Forever 21 at JCPenney is being driven by a marketing campaign that includes in-store, eCommerce, social media and direct mail promotions.

“Forever 21’s relationship with the Generation Z customer is a perfect alignment for JCPenney, 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, in the joint announcement. “We are particularly pleased to bring both companies together for the launch of this creative brand and marketing opportunity.”

Related news: JCPenney Names Former Levi Strauss Executive as CEO

In October, JCPenney named Marc Rosen as its new chief executive officer, part of an ongoing effort to help the company emerge from its bankruptcy woes of 2020.

Stanley Shashoua, Simon Property Group’s chief investment officer and interim CEO of JCPenney since January, became the company’s executive chairman of the board of directors on Nov. 1 as part of the latest corporate shakeup.