Australian fashion brand Forever New is relaunching in the United States under its North American name, ‘Ever New’.
The US launch includes the debut of Ever New’s direct-to-consumer e-commerce platform, alongside a partnership with Bloomingdale’s online, marking a new step in building the brand’s presence in North America.
Forever New had initially jumped into the US market in late 2019, which included partnerships with several retailers.
Founded in Melbourne, Australia, Forever New is now a global fashion retailer operating across 25 countries. The brand has an international footprint of more than 450 stores and concessions worldwide, DTC websites across 10 markets, and long-standing partnerships with leading department stores and online retailers.
The North American launch builds on existing brand awareness through Nordstrom, where Forever New (now Ever New) has already introduced its feminine, occasion-led aesthetic to US customers. According to the Australian brand, its relaunch of Ever New in this market reflects the brand’s unified global identity and supports a broader omnichannel expansion strategy combining wholesale partnerships, Bloomingdale’s online, and its owned US digital flagship.
“The US has been a strategic focus for us for some time,” founder and CEO Dipendra Goenka said.
“Our partnership with Nordstrom allowed us to build awareness and understand demand in the market, and the response has been incredibly encouraging.”
Goenka added the US launch allows the brand to present a more unified global identity while deepening its connection with customers.
Over the next three to five years, Ever New has a goal to build a scaled and profitable omnichannel business in North America, supported by brand equity and “disciplined” expansion. Growth will be driven by continued investment in direct-to-consumer, strategic retail partnerships, and targeted marketing, alongside the development of local operational and customer experience capabilities.
In the US, the brand’s target audience spans women aged 18 to 34 and 35 to 44 who seek versatile pieces with a considered sense of occasion.