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On Saturday, Forever 21 opened its latest store, a two-level XXI Forever, at South Coast Plaza. The store occupies over 43,000 square feet of space inside the Sears building.
Forever 21 has become a major competitor for the industry, especially the juniors side of the business. Both Roxy and Billabong-owned Beach Works have stores in the same wing of South Coast Plaza that houses the new Forever 21.
As part of the grand opening celebration, the first 500 people in line received free gift cards with values ranging from $10 to $100, as well as one valued at $210. Customers waited in line from as early as 9pm Friday night to receive a free gift card and shop at the new store.
When the store opened its doors at 10am, over 1,000 people were standing in line outside, with the line wrapping around the building.
Forever 21 also provided several free activities during the day, including feather wrapping for hair, manicures, makeup sessions, clothing giveaways, and music and entertainment from KIIS FM.
In a release prior to the opening, Larry Meyer, Executive Vice President of Forever 21 said, “We are very pleased to have been given the opportunity to expand our business into South Coast Plaza and serve our fashionable shoppers in that area. The customers there really understand our trends and we are looking forward to providing them with fun merchandise and an exciting shopping experience.”
The XXI Forever at South Coast Plaza features Forever 21 apparel and accessories, as well as the other apparel lines within the brand, which include Heritage 1981, 21Men, and Love21.
To see photos of the new store inside and out, see our slide show above.