New Delhi [India], Feb. 4 : Forever 21, a leading fast fashion brand from Aditya Birla Fashion and Retail Ltd launched its first store in Chennai for its young and fashion-conscious consumers, aiming to further strengthen its foothold in the Southern market with a foray in Tamil Nadu.

Bollywood actress Sonakshi Sinha along with Abhinav Zutshi, India Business Head, Forever 21, Aditya Birla Fashion and Retail Ltd. inaugurated the store amidst much fanfare and gave a glimpse of the store that houses the best of fashion wear for the Indian youth. Having established a strong affinity with fashionable Indians in Mumbai, Delhi, Bangalore, Pune and Hyderabad, Forever 21 is looking forward set to up the fashion quotient of Chennai with trendy, runway fashion.

The store is spread over 10,000 Sq.ft of retail space and is located in the heart of the city at the Express Avenue Mall. The store will showcase the Spring Summer collection and will stock a wide variety and range of chic fashion at competitive prices. Complementing Forever 21 apparel and accessories, the store will feature the retailer's other brands, including 21MENâ„¢, a line of fresh, fast fashion for men of all ages; Love & Beautyâ„¢ a cosmetics line; and Forever 21's lingerie and shoe line. With this new store, the brand has increased its store count to 14.

"We are excited to launch our first store in Chennai. Forever 21 is a name celebrated by the style conscious and trend-savvy shoppers and we bring in the latest fashion from the International fashion circuit to the style conscious youth of our country at great prices. The fantastic response from our consumers has encouraged us to explore new markets in metros and other cities. Our Chennai store will offer the latest in women's and men's fashion," said Zutshi.

Catering to the youth, the fashion forward brand brings in new stocks at least every week and therefore is considered as a destination point for on-trend fashion with budget friendly price points. As part of the promotions, the brand will present the first 200 shoppers with a gift voucher worth Rs. 1, 000 each. (ANI)