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Shoppers stand in front of the main entrance of Forever 21 in Tokyo. AP Photo/Shizuo Kambayashi
Forever 21

250 jobs for Dublin as Forever 21 makes its European debut

Hugely popular US chain to open landmark Jervis St. store

AMERICAN CLOTHES CHAIN Forever 21 is to open its first European store in Dublin, creating 250 jobs.

Forever 21, which has 500 stores worldwide and a turnover of $2.3 billion, is to open in the Jervis Street shopping centre in Dublin city centre.

The retailer is to open its Dublin outlet in the space previously occupied by the Arnotts Project, as part of an expansion which also sees it open a store in Birmingham.

The Guardian bills Forever 21 as “the US answer to Topshop.” Its flagship store is in Times Square in New York, and occupies 90,000 square metres. Next and New Look are to also open new stores in Jervis St.

Forever 21 is particularly popular among US teenagers, as New York-based fashion brand consultant Amina Akhtar told the Daily Telegraph.

“I can see how the brand appeals to younger people. It’s fast, affordable, fun – what’s not to love about that? If I had a teenager, I bet you a million dollars she’d live at Forever 21, and rightfully so. Part of the appeal is the loud blasting music and the overwhelming displays.”

The Dublin store will open on 13 November and will also sell clothes and accessories for men and children.

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