Forever 21 is expanding its footprint.
The Los Angeles-based retailer, which operates more than 630 stores in the U.S., is set to launch a premium leather shoe collection this week, featuring 10 styles.
“We want to be constantly pushing the boundaries and offering the most up-to-date shoe selection to further complement our offering in the apparel category,” Linda Chang, GMM for the chain, told Footwear News. “Given the fast pace of fashion — and consequently consumer demands — we plan to expand the category in 2014.”
The leather collection, which will retail from $49 to $79, is a step up from the current selection, priced below $40. Some of the new styles feature cutouts, buckles, metallic hues and gold hardware.
“Our fans have interest in owning multiple pairs of shoes for different purposes, and this exclusive collection will allow them to pick from 10 styles ranging from metal-tip clogs with stained wooden heels to distressed genuine leather high-top sneakers,” said Chang.
The line debuts online today and will roll out to L.A. stores on Jan. 3, eventually reaching nationwide shops by Jan. 10.
According to Chang, Forever 21 expects the launch to be well received because it strengthens the footwear offering in stores.
“Building on our past successful launches, we hope our premium shoe line will sustain momentum by introducing new products that fit our customers’ lifestyles,” she said.
“The breadth of this line extends beyond what most of our consumers believe is the Forever 21 brand,” Chang added. “Our new shoe collection allows us to offer premium items that complement our apparel categories, both reaching our current customers as well as attracting new ones.”