Forever 21 is bringing its new beauty boutique, Riley Rose, to malls

Teen clothing retailer Forever 21 is making moves to gives its shoppers a better overall experience in stores.

Riley Rose, what’s considered Forever 21’s own “beauty boutique,” is being rolled out at 13 GGP regional shopping center locations, creating an innovative brick-and-mortar concept, the two announced on Friday.

Ten Riley Rose stores will open before the end of this year, and three will open in 2018, according to the retailer and its real estate landlord. 

This partnership comes at a time when many retailers, particularly those in the apparel business, have been struggling to draw customers into physical stores. E-commerce champion Amazon is proving to be everyone’s biggest competitor, making shopping online more appealing to many. 

Mall owners, like GGP and Simon, are looking to restaurants, service-related concepts and grocery stores to bring traffic back to the mall now, Hali said.

The real estate investment trust, or REIT, GGP owns 127 retail properties and is reportedly exploring strategic alternatives, including a possible sale, according to a recent report from Crain’s Chicago Business. This, as mall REITs are battling an onslaught of news about retailers’ store closures and bankruptcies in 2017.