Australian brand Forever New marks London debut with flagship store

Forever New is preparing to open its first flagship store at Westfield London, marking its first foray into the UK capital for the Australian womenswear brand.

Founded in 2006, the retailer came to the UK in 2020 and is currently stocked in a number of British boutiques, while also having online partnerships with ASOS and Next.

The retailer is expanding internationally and now has a presence in more than 20 countries, including Australia, New Zealand, South Africa, Canada, India and the Middle East.

Carolyn Mackenzie, managing director at Forever New, said: “This is an incredibly exciting next step in our retail journey – and we’re delighted to be opening our doors in London, the revered fashion capital.” 

Both of Westfield’s London schemes have seen an increase in the number of fashion brands, with both Westfield London and Westfield Stratford City agreeing upsizing deals for a number of retailers including Tommy Hilfiger, Gucci, Foot Locker, and Dr. Martens.

Forever New aspires to be an eco-conscious brand, and says that around 80% of products sold contain at least 30% sustainable fibres or are made using a sustainable manufacturing process.