Forever 21 Opening New Store Concept

Fast-fashion retailer Forever 21 is going after the bargain shopper with gusto.

The Los Angeles–based company said it will debut a new store concept called F21 Red with a grand opening on May 3.

The first store, at 18,000 square feet, will be located at the Azalea Shopping Center in South Gate, Calif., a densely populated, working-class neighborhood south of downtown Los Angeles.

The new concept will offer a larger selection of starting price points, including $1.80 camisoles and $7.80 denim for women and girls. For men, there will be T-shirts and tank tops for $3.80.

In addition, the store will carry select pieces of Forever 21 apparel and accessories and looks from the company’s other brands, including 21Men; Forever 21+, a large-size line; Forever 21 Girls; Forever 21 lingerie and shoes; and Love & Beauty, the company’s cosmetic line.

“We are very pleased to unveil the first F21 Red store in the Azalea Shopping Center,” said Don Chang, the retailer’s founder and chief executive, in a statement. “With F21, we are able to deliver greater quantities of the styles our customers seek while maintaining the value with entry-level category price points Forever 21 is known for offering.”

Forever 21 is a retail chain known for replenishing its on-trend merchandise often with affordable clothes for young women and men. The first store opened in 1984 on Figueroa Street. It was called Fashion 21 and was only 900 square feet.

Now there are more than 600 stores in the United States with international operations in Canada, China, Europe, Hong Kong, India, Israel, Japan, South Korea, Latin America, Mexico, the Philippines, South America and the United Kingdom. Revenues are estimated to be more than $4 billion.

The Azalea Shopping Center is a new retail hub being developed by Los Angeles–based Primstor Development Inc., headed by Arturo Sneider, the founding partner. The 32-acre shopping space will accommodate 42 tenants, ranging from Wal-mart and Marshalls to an In-N-Out outlet.