Forever New
Forever New is an Australian-founded women's fashion retailer (founded 2006) selling dresses, occasion wear, workwear, and accessories through owned e-commerce and physical stores across eight countries, with specialized Petite and Curve sizing sub-brands and active expansion into India and the GCC.
- Company typePrivate
- Founded2006
- HeadquartersBurnley, Australia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Forever New does
Forever New Clothing Pty Ltd is an Australian-founded women's fashion retailer established in 2006 and headquartered in Melbourne. The company designs and sells occasion wear, dresses, tops, pants, skirts, denim, knitwear, linen, outerwear, workwear, resort wear, and accessories through a unified omni-channel platform that combines owned e-commerce storefronts (serving Australia, Canada, India, Namibia, New Zealand, South Africa, the United Kingdom, and the United States) with physical retail stores supporting click-and-collect and reserve-in-store. Its product architecture is organized around flagship dress categories, with specialized size sub-brands — Petite (women 5'3" and under) and Curve (sizes 16-24) — and a premium Signature Collection of limited-edition pieces.
Forever New generates revenue through direct retail sales of own-brand women's apparel and accessories at full price alongside promotional and clearance activity. Pricing is positioned at an accessible-premium tier with a $100 free-delivery threshold in Australia and frequent percentage-based promotions. Marketing is executed across Instagram, Facebook, TikTok, Pinterest, YouTube, and email, supported by celebrity fashion influencer endorsements (notably Alia Bhatt and Mahieka Sharma in India) and a loyalty program (Forever You Rewards).
The company operates a multi-country distribution model combining owned retail and digital channels with regional partner-led rollouts, most notably the Apparel Group partnership expanding the brand across the GCC (Bahrain, Abu Dhabi, Dubai, Qatar, Saudi Arabia) targeting 17 stores by end-2026, and a refreshed India leadership team led by Country Director Shifali Singh appointed in February 2026. Forever New is privately held with no disclosed external funding or parent company, and core technology and AI capabilities are not disclosed.
Forever New firmographics
Firmographics- Name
- Forever New
- Legal name
- Forever New Clothing Pty Ltd
- Website
- https://forevernew.com.au
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Forever New is an Australian-founded women's fashion retailer (founded 2006) selling dresses, occasion wear, workwear, and accessories through owned e-commerce and physical stores across eight countries, with specialized Petite and Curve sizing sub-brands and active expansion into India and the GCC.
- Ownership category
- akta.pro rank
Forever New industry classification
Industry- Product category
- Women's Fashion Apparel
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Women’s Apparel Retail (CRAAABAB)
- akta.pro secondary industries
- Luxury Womenswear (CRAAAFAG), Fast Fashion Plus Size & Extended Sizing (CRAAAGAI), Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)
Keywords
Where Forever New is headquartered
LocationHeadquarters
- HQ city
- Burnley
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
Forever New business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct Retail Sales: Forever New generates revenue through direct retail sales via owned e-commerce website and physical store locations. Products are sold at full price as well as through promotional sales and clearances.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard retail pricing with free shipping threshold |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Forever New product offering
Product offeringCore offering
Forever New designs, produces and retails women's fashion clothing and accessories under its own brand, with dresses as the flagship category. The assortment spans tops, pants, skirts, denim, knitwear, linen, outerwear, workwear, resort wear, bags and accessories, and is offered through dedicated Petite and Curve (plus size) sub-collections plus a premium Signature Collection. Products are sold directly to consumers via owned e-commerce sites and physical retail stores across multiple countries.
Product overview
Forever New is an Australian-founded women's fashion retailer operating as a unified e-commerce platform and physical retail chain. The product portfolio centers on women's dresses as the flagship category, complemented by a comprehensive clothing range including tops, pants, skirts, denim, knitwear, linen, and outerwear. The company offers specialized sizing through its Petite Collection (for women 5'3" and under) and Curve sub-brand (sizes 16-24), alongside a premium Signature Collection line. Accessories, workwear, and resort wear round out the offering. The architecture is a single unified platform with category-specific navigation and size-based sub-branding rather than separate product modules.
Differentiator
Problem solved
Functional benefit
Products and services
- Women's Dresses Flagship women's dress line spanning mini, midi, maxi, day, evening, formal, cocktail, party, wedding-guest, bridesmaid, floral, denim, work, long-sleeve, modest, black, white and linen dress styles, sold to individual female consumers across multiple country storefronts.
- Women's Tops Tops range including shirts, blouses, evening tops, camisoles, vests, tanks, t-shirts, short- and long-sleeve tops, work tops and linen tops for women's everyday and occasion wear.
- Women's Pants Women's pant collection covering tailored, wide-leg, casual, jeans, linen and sweatpants styles for office-to-casual wear.
- Women's Skirts Skirt collection featuring mini, midi, maxi and work skirts in multiple silhouettes.
- Women's Denim & Jeans Denim collection including wide-leg jeans, denim dresses, skirts, shorts, shirts and jumpsuits with high-stretch formula.
- Women's Knitwear Knitwear line including knit dresses, jumpers, sweaters, knit tops and cardigans.
- Jackets & Coats Outerwear range including jackets, coats, blazers, parkas, puffer jackets and trench coats for layering and seasonal wear.
- Women's Bags & Accessories Accessories range covering handbags, crossbody bags, clutches, totes, jewellery, belts, sunglasses, hats, hair accessories and bra accessories.
- Linen Clothing Breathable linen collection spanning dresses, tops, pants, shorts and co-ords designed for warm weather and resort-style dressing.
- Workwear Workwear collection including work dresses, work tops, work pants, work skirts, work jackets and blazers for office-to-dinner versatility.
- Resort Wear Vacation and travel clothing including breezy dresses, co-ords, linen separates and easy layers for beachside to evening wear.
- Petite Collection Dedicated clothing line tailored for women 5'3"/161cm and under, including petite dresses, tops, bottoms, jackets and coats designed for proportional fit without alterations.
- Curve (Plus Size) Plus-size clothing range for women sizes 16-24, offering dresses, tops, pants, skirts, workwear, jackets, coats and occasion wear with dedicated fit.
- Signature Collection Premium capsule collection of limited-edition pieces with elevated designs, luxury styling and premium fabrications for everyday dressing.
- Gift Cards Digital and physical Forever New gift cards available for purchase as a gifting option.
Companies that use Forever New
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles1 record
Forever New technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Forever New partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Apparel GroupcoreApparel Group has launched an expansion of the Australian womenswear brand Forever New across GCC countries, opening three new stores in Bahrain and Abu Dhabi, with plans for four additional stores in Abu Dhabi, Dubai, Qatar, and Saudi Arabia. The partnership aims to target 17 total stores across the Gulf region by end of 2026, leveraging Apparel Group's regional retail expertise to meet growing demand for premium yet accessible womenswear in the Gulf market.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Forever New competitors and assessment
Company assessmentDirect peers
- Cotton On Group: Australian-founded global fashion retailer with a comparable women's apparel focus and multi-channel D2C + physical store model; one of the closest comparables in scale, category, and origin market.
- Witchery: Australian specialty women's fashion retailer offering contemporary apparel and accessories across workwear, occasion, and everyday categories — directly overlaps with Forever New's assortment and target customer.
- Country Road: Australian-founded premium apparel retailer with a multi-line women's assortment and strong heritage brand positioning; comparable mid-to-premium price architecture and category breadth.
- Seed Heritage: Australian premium women's and children's fashion brand with a designer-led aesthetic targeting similar occasion and contemporary-wear occasions as Forever New.
- Aje: Australian premium womenswear label focused on feminine occasion, event, and contemporary apparel; comparable occasion-led brand DNA within the same Australian premium tier.
- Bardot: Australian women's fashion retailer known for feminine occasion and eventwear; directly competing for the same bride/wedding-guest and occasion customer in Australia.
- Zimmermann: Australian luxury womenswear brand with global flagship stores and a strong occasion/feminine aesthetic; trades higher than Forever New but occupies the same occasion-driven customer mindshare.
- Karen Millen: UK-origin global premium women's fashion retailer with strong occasionwear and tailoring assortment; directly comparable in category mix and premium positioning.
- Ted Baker: British global premium apparel and accessories brand with comparable women's wear, occasion, and accessories breadth and similar mid-premium price positioning.
Broad incumbents
- Mango: Global Spanish-headquartered mid-market women's fashion retailer with extensive multi-region physical and digital reach; broader assortment and larger scale, but overlapping women's core.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Forever New social profiles
Digital presenceForever New financial estimates
Financial estimateRevenue estimate
Valuation estimate
Forever New leadership team
Management profileNumber of profiles
Profiles4 records
Forever New funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Forever New M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Forever New
What does Forever New do?
Forever New designs, produces and retails women's fashion clothing and accessories under its own brand, with dresses as the flagship category. The assortment spans tops, pants, skirts, denim, knitwear, linen, outerwear, workwear, resort wear, bags and accessories, and is offered through dedicated Petite and Curve (plus size) sub-collections plus a premium Signature Collection. Products are sold directly to consumers via owned e-commerce sites and physical retail stores across multiple countries.
Is Forever New a public or private company?
Forever New is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Forever New founded?
Forever New was founded in 2006. It employs 1,001 to 5,000 people.
Where is Forever New based?
Forever New is headquartered in Burnley, Australia, in the Oceania region.
How does Forever New make money?
One revenue line is on record: direct Retail Sales.
Who are Forever New's main competitors?
Direct peers on record are Cotton On Group, Witchery, Country Road, Seed Heritage, Aje, Bardot, Zimmermann, Karen Millen and Ted Baker. Mango is listed as a broad incumbent.
Does Forever New have an API?
No public API is recorded for Forever New.
What industry is Forever New in?
Forever New's product category is Women's Fashion Apparel. Its primary akta.pro industry code is CRAAABAB, Women’s Apparel Retail, with a secondary code of CRAAAFAG, Luxury Womenswear. Its NAICS code is 458 and its SIC code is 5621.