American fashion chain Forever 21 unveiled its new UK store on Oxford Street today.
It is the company's first shop in Britain, but is due to be followed by openings across the south of the country over the coming weeks and months. Outlets in the Bluewater and Lakeside shopping centres will be preceded by a branch in London's Westfield development which is due to open in six weeks.
According to a report by the Financial Times, Forever 21 is known for its low prices, which are likely to go down well with cash-strapped consumers in the UK.
The firm's Los Angeles-based marketing director Linda Chang, who is also the daughter of the chain’s founders, said the company does not regard itself as a discount retailer.
She said: "I don’t think our consumer views us as a value or discount retailer, and neither do we. We're a fashion retailer, who happens to offer great value."
