04 July 2013

FOREVER 21’s first store in Russia to be launched at the shopping and entertainment center AFIMALL City

  • Press Release

The first FOREVER 21's local retail store in Russia will open at the AFIMALL City in Moscow.

Moscow, 4 July 2013 – AFI Development announces setting up lease contract with the top representatives of the FOREVER 21, Inc., one of the largest fashion clothing, footwear and accessories retail chains in the U.S.

The grand opening of the first FOREVER 21 Moscow / Russia flagship store at the AFIMALL City will showcase a two-level, 1500 square meters location currently planned to open within the first quarter of 2014. The new store will take up residence within the main atrium of AFIMALL City, representing pure fashion on two levels. This will be the first retail location Forever 21 will open in the Moscow region and within Russia.

"We are delighted to welcome to the AFIMALL City the sought after fast fashion brand representing terrific fashion at amazing prices. The Forever 21 with its first store in Russia continues the tradition, previously brought by other international clothing brands, whose first stores had been launched at the AFIMALL City – the American Eagle Outfitters, Banana Republic and Laura Ashley." said Tzvia Leviev, Chairman of the Board of AFIMALL City.

"In 2012 we did not see any new arrivals of word-class retail brands onto the local market – thus, the FOREVER 21's premiere with the opening its pioneer store in Russia is the big news for the its retail market, as it is growing rapidly, attracting more global retail chains.

This is a part of our marketing strategy to bring new high demanded brands to Russia and make AFIMALL the exclusive place for the visitors to experience high quality shopping service together with great environment – all at one place", Tzvia Leviev said.

"We are extremely excited to launch our first of many flagships within Russia at AFIMALL City. The market is extremely encouraging and we intend to make a lot of fashion lovers happy. We are glad to have a strong landlord behind us enabling us to enter the market in a systemic manner. We chose the AFIMALL because it is much more than any other local shopping center meets our expectations – thanks to its unique location, conceptual entertainment events, impressive design and comfortable facilities for the visitors" said Jatin Malhotra, Director - Global Expansion at FOREVER 21.

"Our strategy was to embark our expansion into Russia within 2014 and AFI has provided us with a centercourt location that we will make into a Fashion Mecca. The shopping experience of the AFIMALL is excellent and we are convinced that the Mall will generate year over year positive traffic index." Jatin Malhotra said.

About AFIMALL City

The AFIMALL City retail and entertainment complex is located at the very heart of Europe's largest and most ambitious investment business project, Moscow City (Moscow International Business Centre). This is the first project in Russia with a unique combination of innovative architectural solutions and multifunctional infrastructure. It also has direct access to metro station "Vystavochnaya".

The AFIMALL retail and entertainment center is unique in its selection of tenants, with all of the world's most popular brands and a number represented in Moscow and Russia for the first very time. AFIMALL City is a new shopping concept that focuses on the impressions and emotions that are generated by the consumer process, providing 400 stores and parking area for 2,075 parking units. AFIMALL City is not just about shopping; there is a whole world of entertainment on offer as well: 3,000 m² of entertainment for children and adults alike, 50 restaurants and cafés, a multiscreen flagship Formula Kino cinema complex and the first IMAX cinema in the city center. The average footfall to AFIMALL City is over 60,000 visitors per day.

About FOREVER 21

FOREVER 21 is an American chain of clothing retailers with branches in major cities in the Americas, Europe, Asia, and the Middle East that offers clothing and accessories for young women, men, and teen girls. The Brand was founded in Los Angeles, California in 1984.

FOREVER 21 is growing quickly, featuring new and exciting store environments, a constant flow of fun and creative clothing designs and the accessories. A phenomenon in the fashion world, FOREVER 21 provides shoppers with an unprecedented selection of today's fashions, always changing and always in style.

The FOREVER 21 Retail Inc. owns and operates numerous stores in different formats. Current store operating formats are FOREVER 21, XXI FOREVER and Heritage 1981. There are many brands that originate out of the stores such as FOREVER 21, Love 21 Contemporary and Maternity, FOREVER 21 Girls and 21 Men.