Fast-growing beauty chain expands again

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Fast-growing beauty chain expands again

By Gina Acosta - 01/18/2018

Millennial and Gen Z beauty fans can't get enough of Forever 21's red-hot Riley Rose beauty chain.

The new beauty concept has been so successful that the company has opened its eighth Riley Rose beauty shop in Bridgewater, N.J.

Last year Forever 21 announced it was partnering with retail real estate company GGP to introduce an innovative brick-and-mortar experience targeted at Millennial and Gen Z beauty shoppers. The concept is slated to open at 13 GGP regional shopping centers.

“Forever 21 is always ready to expand into new concepts, and has partnered with GGP to open stores in 13 of their top tier locations,” said Do Won Chang, CEO of Forever 21. “These new, experiential spaces will be focused on accessories, cosmetics and home goods for the millennial consumer. We will open 10 stores in 2017, and follow up with three more in 2018.”

GGP says Riley Rose is the example of GGP’s strategy to meet the needs of the consumers.

“Customers have come to expect lifestyle options at their regional shopping centers,” said Sandeep Mathrani, CEO of GGP. “Millennials have embraced the Forever 21 brand, and GGP is thrilled with the introduction of Riley Rose. We know our shoppers will enjoy it.”

GGP currently owns and operates 127 retail properties in 40 states.

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