Dive Brief:

• In a move aimed at attracting more millennial and Gen Z shoppers, Hudson's Bay on Friday announced a partnership with Forever 21, where the fast-fashion retailer will have full-line collections available at select Hudson's Bay locations.
• Forever 21 products will also be available via Hudson's Bay's marketplace, thebay.com, according to a company press release.
• The offering is currently available at two physical locations, with an expansion expected throughout stores in Canada. Hudson's Bay is the exclusive third-party retail partner to Forever 21 in Canada, according to the company.

Dive Insight:

Nearly two years after filing for Chapter 11, Forever 21 is popping up in an unexpected place — department stores in Canada. 

The retailer, which became synonymous with the fast-fashion apparel movement, attempted to reorganize but then was sold to Simon Property Group, Brookfield Property Partners and Authentic Brands Group for $81 million in February 2020.

Now Hudson's Bay is hoping that the brand will be a recognizable draw to its stores and online, as it begins to fill out product offerings for a younger consumer base. Hudson's Bay also recently introduced Mango Men, Sanctuary, Sweaty Betty and Rollas Denim, and has plans to soon launch BDG by Urban Outfitters, Wild Pony and Jack & Jones Premium, along with additional collaborations. 

"As we continue to transform our business, Hudson's Bay is creating exciting depth to its fashion matrix, with coveted brands and curated experiences that provide Millennial and Gen Z style-seekers with a destination to find fashion that suits their lifestyle," Wayne Drummond, chief merchant at Hudson's Bay, said in a statement.

But, appealing specifically to Gen Z via fast fashion may be a challenging prospect. The demographic is known for its values-driven purchasing behavior and tends to seek out companies that incorporate social justice and sustainability efforts. The cohort embraces secondhand apparel, with about 40% saying they bought used clothing, footwear or accessories in 2019, according to a 2020 resale market report by ThredUp. 

Hudson's Bay, which is a sister company to Saks Fifth Avenue and Saks Off 5th, has been pushing further into a digital strategy, specifically with the addition of its online marketplace in March. The company says it's the fifth-largest e-commerce business in Canada.