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Tuesday, May 23, 2017

Forever 21 to Open Stand-Alone Beauty Stores

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With the rise of online shopping, we're seeing a shift in the American shopping mall landscape as more and more consumers choose to purchase goods and services online. Some shopping malls are adding grocery stores and other types of retailers to their lineups in an attempt to draw more consumers into stores, and just the other day I read that JCPenney is looking into entering the hospitality industry.

Given this shift in the shopping mall landscape, I'm not surprised one bit that Forever 21 is planning to open 13 stand-alone beauty stores called "Riley Rose" in GGP shopping centers by the end of 2017.

According to New Beauty, the new Riley Rose stores will focus on "Instagram-friendly" brands. In addition to offering Forever 21's house brand of cosmetics, Riley Rose stores will also sell K-beauty brands such as Peripera and Pony Effect, as well as brands like NYX and Nudestix. If you've been on the F21 website over the past few months, you've probably noticed that they now carry brands like JouertheBalm, Essence, Girlactik, Palladio and Obsessive Compulsive Cosmetics, as well as an entire department devoted to K-beauty. I would expect that they'll probably carry those brands in the new Riley Rose stores as well, if they plan to continue this big push into the beauty space.

Again, Forever 21 is planning to open 13 new Riley Rose stores by the end of 2017. These stores will be in GGP shopping malls, but that's all I know so far. If you'd like to see if you have a GGP-owned shopping mall in your area, click here.

In the meantime, what do you think of this news? Are you happy with the current crop of beauty-specific retailers, or do you welcome new competition into that space? 


  1. Really? After the generally terrible reviews their house brand has gotten on YouTube? Seems like it's time to give that up and just sell the other brands.

  2. Two GGP owned malls in Oklahoma, Quail Springs in Oklahoma City and Sooner Mall in Norman. Sooner Mall would be my pick for this kind of store because Norman is where the University of Oklahoma is at and the demographic is perfect for it

    1. Wow Thanks for that info. I'm in OK also. Just opposite campus atmosphere. OSU lol. I wish they would put a Target here. Can't even get that store. They say too many Walmarts and have to agree two. IG stores and new neighborhood Market. But I still think being a college town that brings in 60k ppl each supposedly would support a lot things Target carries that Walmart doesn't. Kinda surprised Tulsa malls r not getting any. Thanks again.


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