Forever New Clothing

Forever New sells women’s apparel, footwear and accessories, with occasion dresses, tailored coats and everyday knitwear forming the core of the range. Price points sit in the mid-tier bracket: dresses AUD 120-220, knitwear AUD 90-140, leather bags AUD 150-250. The brand trades through 250+ company-owned stores across Australia, New Zealand, India and the Middle East plus a global e-commerce site that ships to 50 countries. Founded in Melbourne in 2006, the label positions itself as “modern femininity” by blending Parisian vintage details with contemporary silhouettes. Signature products include the “Willow” fit-and-flare dress and the “Ava” trench, both re-issued seasonally in new colourways and sustainable fabrics such as Lenzing™ Ecovero. Limited-run capsules and frequent small-batch drops keep collections turning over every 4-6 weeks. The primary shopper is 20-35, urban, university educated and event-oriented—she buys outfits for weddings, race days and work functions rather than basics. She values polished styling at accessible prices and responds to the brand’s emphasis on inclusive sizing (4-18 AU) and recycled packaging. Forever New competes in the “affordable occasionwear” space against other fast-turn fashion chains and online-only dress boutiques. It differentiates through in-house design teams in Melbourne and Mumbai that translate runway trends into wear-now pieces, a store network that allows same-day pickup, and a loyalty program with 3 million members earning points on both full-price and promotional stock.