Trendy clothing retailer Forever 21 will relocate to a space nearly five times the size of its current location at Ala Moana Center.
The Los Angeles-based value retailer is building a 35,000-square-foot megastore on two levels. It will be between Banana Republic and the soon-to-be-relocated Disney Store on the mall level and between Old Navy and See’s Candies on the street level, according to Noelle Neverdon, Forever 21’s district manager.
The new store is scheduled to open on Black Friday, the day after Thanksgiving, when retailers historically have made most of the year’s revenue.
Forever 21 will staff the new store with 200 workers, Neverdon said. The existing store has about 70 employees.
"We’re definitely having some growing pains at Ala Moana," she said.
"Our customer is accustomed to the Waikiki store, so the customers are demanding more shopping space, more selection as well as our men’s line. We continue to grow globally."
Its existing Ala Moana space on the third floor of the Sears wing measures 7,700 square feet. The company’s largest store in Waikiki is roughly 45,000 square feet.
Aside from a new men’s line, the company is considering adding a girls’ collection to the Ala Moana mix.
"We are very pleased that Forever 21 will be expanding its presence at Ala Moana Center by moving to a new, two-level space in the mall," said Francis Cofran, the shopping center’s general manager, in a statement. "With this expansion, the store will be able to offer our customers an even larger selection of merchandise, which has been extremely popular with both locals and domestic and international visitors."
Forever 21 has four stores in Hawaii, including outlets at Maui’s Queen Kaahumanu Center, Pearlridge Center and Waikiki along the prime Kalakaua Avenue retail strip. The business is considering expanding to Hawaii island and Kauai as well.
The Korean-owned company, which has nearly 500 stores worldwide, is on an aggressive expansion plan as a result of strong sales growth in the past few years, Neverdon said.
"The majority of the population has really focused on the best products at a reasonable price, so people are really shopping for as many bargains as they can," said Honolulu retail analyst Stephany Sofos. "Whether people like it or not, there is this certain level of inflation now. Things are costing a lot more than they used to. Your dollar is only going so far, so you’re just focusing on trying to get as much bang for your dollar. That’s really what it comes down to."
