Californian fast fashion group Forever 21 begins its German expansion in Berlin. The US fashion group have opened a 3000sqm space on Tauentzienstraße. Over four floors, the store offers the collections: Forever 21, 21 Men and Forever 21 Plus, including apparel, underwear, shoes and accessories for men and women.

The store is in the immediate vicinity of other concept stores such as the Bershka and Pull & Bear stores. Forever 21 offers many goods for small prices: basic tops are available for 2.75 Euro, high heels with animal prints for 3.75 Euro, nothing costs more than 50 Euro. New stock is delivered every single day. "We sell the latest trends at prices everybody can afford," says Assistant Manager Anna-Caroline Vetter. To differentiate between Forever 21 and other young fashion concepts the company uses the so called American way of life: “We want to offer an excellent service in our stores, including a personal shopper, who can be booked gratis.”  
Forever 21 started in Los Angeles in 1984, at the beginning the store was called Fashion 21. A few months later founder Do Won Chang changed the name to Forever 21 and started to expand nationally. In 2005 the company counted already more than 335 points of sale. Today Forever 21 runs more than 500 Stores in 30 countries, most of which are located in the United States.