Hudson’s Bay Goes After Millennials/Gen Z via Forever 21 Partnership

Hudson's Bay

Hudson’s Bay is betting that attracting younger Gen Z and millennial shoppers will be essential for staying relevant and reinventing the department store category. The retailer and Forever 21, working through YM Inc., the Canadian licensee of the brand, unveiled a new partnership that makes Forever 21’s full-line collections available at select Hudson’s Bay locations. Hudson’s Bay is the exclusive third-party retail partner to Forever 21 in Canada.

Hudson’s Bay debuted the new offering on June 11 at its Yorkdale store in Toronto and Square One Shopping Centre in Mississauga, Ontario, Canada, with additional locations expected to follow. Forever 21 also will also be available on Marketplace by midsummer, joining more than 1,400 new or expanded brands already available since the Marketplace launched in March.

The announcement comes as Hudson’s Bay undertakes an expansion of its offering for millennial and Gen Z shoppers. “As a digital-first retailer, we are more nimble, more relevant and are responding to consumer trends faster than ever before,” said Wayne Drummond, Chief Merchant at Hudson’s Bay in a statement. “As we continue to transform our business, Hudson’s Bay is creating exciting depth to its fashion matrix, with coveted brands and curated experiences that provide millennial and Gen Z style-seekers with a destination to find fashion that suits their lifestyle.”

Hudson’s Bay already introduced Mango Men, Sanctuary, Sweaty Betty, AFRM, Rollas Denim and others in the spring. In fall 2021, the retailer will launch Jack & Jones Premium, Compania, Nia The Brand, BDG by Urban Outfitters and Wild Pony, with exclusive collaborations and additional announcements coming later in the season.


Featured Event

Join the retail community as we come together for three days of strategic sessions, meaningful off-site networking events and interactive learning experiences.



Access The Media Kit


Access Our Editorial Calendar

If you are downloading this on behalf of a client, please provide the company name and website information below: