Yes you read right. According to news reports, the first Forever 21 store to open in the UK won't be in London, but rather in Birmingham instead.
The LA-based retailer was originally set to launch in London's Covent Garden, but canned the project last year in order to open a store on Oxford Street which is yet to materialise.
The Birmingham Post reports that the retailer has now decided to open its first UK flagship store in Birmingham's Bullring shopping centre. The 53,000-square foot store will be followed up by a second store at Westfield Stratford City.
"Our business is primed for significant international growth this year. Bullring is an ideal location and we are looking forward to expanding our business into Birmingham and other parts of the UK," said Forever 21 executive vice president, Larry Meyer.
The UK will be the latest market that the American brand has expanded to, with now over 480 stores in the United States, Puerto Rico, Canada, Korea and Japan.