Forever 21 is planning a major comeback. The company had filed for bankruptcy in 2019 and was heavily leaning on e-commerce for the past few years. The move is the latest attempt by Forever 21 to reinvent itself after falling out of favor with some younger shoppers.

The retailer’s failure to attract Gen Z shoppers began during the late 2010s, and was solidified by its bankruptcy woes. Forever 21 fell out of favor with Gen Z and millennials who began gravitating toward thrifting, resale and shopping sustainable brands. Forever 21 has shifted its focus to rebuilding its presence throughout the US, while turning to collaborations, influencers and a better-curated assortment to drum up excitement for its brand once again.

The company will open new stores across the country. The majority of the new stores will be located at outlets or outdoor malls. Despite announcing plans to close nearly 200 stores at the start of 2000 the company currently has 572 freestanding locations globally — and will soon add another dozen.This year, Forever 21 has largely focused on brand collaborations to drive hype.Forever 21 has already begun advertising the new set of stores, working with local influencers to showcase the new layouts and assortments.