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Australia's Forever New opens its first store in London

Chloe Burney
16 March 2023

Australian womenswear Forever New is opening a new flagship in Westfield London, marking its first store in the UK’s capital city.

Forever New, which was launched in 2006 in Australia, now boasts an international presence in more than 20 countries. The eco-conscious brand launched in the UK in 2020 and continues its expansion with confidence, creating an innovative fashion destination.

The brand is currently stocked at boutiques Beales, De Gruchy, Elys Morleys, Elys Wimbledon and has ongoing partnerships with major multi-brand online retailers ASOS and Next.

The new space at Westfield London will stock the brand's elegant and airy dress designs, which embody its "playful approach to print and colour". Some 80% of the products sold at the store contain at least 30% sustainable fibres, or are made using a sustainable manufacturing process.

Carolyn Mackenzie, Managing Director at Forever New, commented: "This is an incredibly exciting next step in our retail journey – and we’re delighted to be opening our doors in London, the revered fashion capital. The FOREVER NEW flagship is the go-to destination for customers to explore our latest collections and elevate their everyday style."

Fashion brands have been continuing to increase footprint at Westfield London and Westfield Stratford, with both Westfield locations agreeing deals to upsize stores for a number of global names including Gucci, Tommy Hilfiger, Foot Locker and Dr. Martens.

Just last week, the sports brand of the Inditex Group, Oysho, announced the opening of its first store in the UK at Westfield London.

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