US fashion retailer Forever 21, has launched a new UK online store to service its British consumers with the full international assortment, an improved site and localised e-commerce experience. The brand is working with cross-border e-commerce solutions provider Global-e, to accelerate its global online expansion, which began in APAC and LATAM earlier this year.

The fast-fashion brand closed its website and brick and mortar stores on 30 September after filing for Chapter 11 bankruptcy in the US. There were three UK stores at the time administrators were appointed, but over 800 stores worldwide. In February the brand was bought for just over £63m by Authentic Brands Group, the brand developer-owners of Juicy Couture and Barneys.

Through its new partnership with Global-e, Forever 21 will now be able to provide its customers in the UK with an enhanced online shopping experience that is tailored to the market’s characteristics and shopping preferences.