Australian fashion retailer Forever New is celebrating its 20th anniversary alongside the completion of a major global ecommerce migration from Magento to Shopify, marking two milestones in the Melbourne-founded brand’s international expansion.
Founded in a single Melbourne store in 2006, Forever New has grown to 466 locations across more than 24 countries, including Australia, India, Canada, South Africa and the UK. The retailer has expanded its offering from occasionwear to a broader range of clothing for work, weekends, travel and events.
As part of its continued investment in international growth, Forever New has completed a nine-month ecommerce transformation with digital commerce agency Convert Digital, migrating its operations in Australia, New Zealand, the UK and Canada to Shopify.
The project replaces technology infrastructure that had been in place for more than a decade, with the aim of simplifying operations, accelerating the introduction of new features and delivering a more consistent shopping experience across markets.
The migration involved integrating Shopify with the retailer’s existing ERP, warehouse management, search and merchandising systems, alongside specialist third-party solutions for returns, personalisation, marketing automation and checkout optimisation.
Robert Lupone, Chief Information Officer at Forever New, said the transformation would support the retailer’s next phase of international growth.
“Our goal was to elevate our brand, simplify our technology stack and enable speed to market with new features for our customers,” Lupone said.
The retailer has now standardised its ecommerce operations on Shopify across several international markets, following earlier migrations in the US, India and South Africa, with work in the Middle East underway.
Forever New Managing Director Carolyn Mackenzie said the anniversary was an opportunity to reflect on the brand’s international growth while looking ahead to future opportunities.
“We have built an Australian brand with genuine international scale while staying very clear about who our customer is and what she wants from us,” Mackenzie said.
To celebrate its 20th anniversary, Forever New is launching a campaign photographed by Pierre Toussaint and Will Brayden, featuring Australian talent including Bambi Northwood-Blyth, Kylah Day, Annalise Dalins and Shan Kerr.
Looking ahead, the retailer plans to continue expanding internationally, developing its digital and wholesale partnerships and broadening its product offering.
