Forever 21 Launching Beauty Store Concept

Forever 21's own beauty boutique, Riley Rose, is being rolled out at 13 GGP regional shopping center locations, creating an innovative brick-and-mortar concept, the two companies announced on Friday. Ten Riley Rose stores will open before the end of this year, and three will open in 2018, according to Forever 21 and its real estate landlord.

Total Retail's Take: With increasing competition in the marketplace, particularly for the attention and wallets of millennials, fast-fashion brands such as Forever 21 are taking steps to differentiate their businesses. Forever 21 is hoping that the experiences consumers get at the Riley Rose beauty outposts will align nicely with what shoppers are looking for at its namesake stores, thus boosting traffic and, ultimately, sales at both locations. Furthermore, Forever 21 is making a strategic bet on beauty, as it's a category that has stood out as a positive in a challenging retail environment.