Forever New Marked Its Twentieth Anniversary
The Australian fashion label announced plans to double its global business over the next three to five years.
Updated on Oct. 12, 2026 in Fashion
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Founded in 2006, fashion brand Forever New recently commemorated two decades in operation. The company is now pursuing an ambitious strategy to double its global footprint within the next three to five years.
Why it matters
To drive growth and maintain its premium market positioning, the brand is expanding its product range into workwear and weekend wear. This strategy aims to increase customer engagement frequency while avoiding low-price competition.
The brand currently operates over 450 stores and concessions across 24 countries worldwide. It also plans to sustain its growth through a series of annual openings, including 10 new locations in the Middle East.
The players
Forever New
An Australian-founded fashion brand that provides clothing and accessories through a global network of stores and concessions.
Myntra
A prominent Indian fashion e-commerce platform that serves as a third-party retail channel for various apparel brands.
The details
Forever New utilizes customer data to track sell-through rates and identify emerging preferences, allowing it to tailor assortments to local climate, fit, and occasion needs. The brand currently distributes its products through its own retail network, online channels, and third-party platforms like Myntra.
Timeline
2006 marked the founding year of the fashion brand.
2008 was the year the brand entered the Indian market.
October 2026 is scheduled for the opening of a new flagship store in Jaipur.
April 2027 is the target date for the brand's first retail store opening in the United States.
Culture Shift
The brand mirrors the broader industry shift toward hyper-localized merchandising, where global retailers move away from one-size-fits-all strategies to meet regional demands. By tailoring assortments to local fit and climate requirements, the brand positions itself against competitors struggling with generic inventory.
Customers can expect a broader range of clothing options as the brand expands its workwear and weekend wear lines. These changes will be reflected in both store assortments and online channels as the company scales its presence in the coming years.
The takeaway
The brand's move into new markets shows how legacy retailers are using data analytics to balance rapid physical expansion with specific local needs. Shoppers can anticipate more specialized collections designed to transition between work and social occasions.
What happens next
The brand will open a flagship store in Jaipur in October 2026, followed by its entry into the United States market in April 2027.
Further reading
Learn more about the latest developments in the apparel industry by visiting the Fashion section.
Source note: This article includes information reported by ETRetail.
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