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'Riley Rose' is Forever21's Newest Conceptual Beauty Store

 - Sep 19, 2017
References: refinery29 & hypebae
Forever21 recently announced the launch of its new cosmetics store, 'Riley Rose,' which is set to open in California at the end of September.

This new vibrant space will open 13 stores in the US, carrying "accessories, cosmetics and home goods for the millennial consumer." Stacked with popular beauty brands and serving as a "wonderland for millennials and Gen-Zs," this experimental store encourages social media engagement, offering a vibrant, selfie-friendly environment that adds a unique dynamic to the standard shopping routine.

As the convenience of e-commerce stands as retail's biggest competitor, Forever21 continues to expand its efforts into conceptual spaces which aim to draw more consumers into physical stores. The storefront's appearance serves as a prominent example of the apparel brand's attempt to offer consumers a better overall in-store experience.