Co-founded by reality TV personality Seema Malhotra, the online store makes a ‘landmark move’ into bricks and mortar

Are online fashion brands starting to get physical? Signs say they could be.

Following in the footsteps of Manchester neighbour Missguided, Forever Unique has expanded into bricks and mortar with an exclusive concession store in Selfridges Trafford.

Unveiled on the 30 July 2018, the luxury womenswear brand will be positioned between Topshop and Ted Baker and will offer a curated edit of Forever Unique clothing and accessories.

Fronted by Real Housewives of Cheshire star Seema Maholtra and husband Sandeep Malhotra a decade ago, Forever Unique has prestige within the local celebrity circuit and a loyal fanbase. 

They said: “Over the last ten years, our main priority has been to successfully expand into new markets and raise the profile of the brand. We’ve witnessed high growth in the last few years, and our goal is to explore new and innovative ways to engage a wider market, allowing consumers more diverse ways to shop and interact with Forever Unique.

customers can visually see, try, and shop the product for a more intimate retail experience

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Forever Unique, Selfridges Trafford

‘We’ve seen high customer demand for accessible ways to shop, so we’re excited to be offering a concession in a luxury department store like Selfridges, where customers can visually see, try, and shop the product for a more intimate retail experience.”

Vicki Cain, General Manager, Selfridges Trafford added: We’re delighted to welcome Forever Unique to our collection of fashion-forward brands at Selfridges Trafford – and even more excited by the fact that it is a home-grown brand, something we always love to champion.”

With a head office in Manchester, a central London showroom and stockist in more than 30 countries around the world, the store has seen a continued growth in the retail market. 

The brand already boasts global partners including Al Taylor in the Middle East, in Sweden, Zalando in Germany and retail giants, Shop Direct in the UK. 

You can also shop Forever Unique online