New Forever 21 headquarters brings flash and fashion to Lincoln Heights

Forever 21’s new Lincoln Heights home./Photo courtesy Forever 21

The businesses that occupy the large and faceless warehouses and industrial buildings along Mission Road in Lincoln Heights suddenly have a high-profile and fashion-conscious neighbor in their midst: Forever 21.  Last week, company and city officials gathered to celebrate the opening of the retailer’s new headquarters, a former Macy’s distribution center that has been dressed up with walls of glass, stark white interiors and landscaped courtyards.  Not only will Forever 21 bring about 2,00o corporate and distribution jobs to Lincoln Heights, the company new home also brings a sleek corporate-campus style that is rare in this part of town.

The renovation project, which was designed by Forever 21 staff in collaboration with Culver City architect Brian Reiff, involved creating a corporate headquarters and efficient distribution center inside the sprawling, two-story complex on Mission Road near Soto Street.

The move to Lincoln Heights brings Forever 21, which had been based in Vernon closer to its Eastside roots.   The company’s first store, then known as Fashion 21, was opened on Figueroa Street in Highland Park in April 1984.

Fashion on display. Photo courtesy Forever 21

Warehouse before renovation./Photo courtesy Brian Reiff

After renovation./ Photo courtesy Forever 21


  1. Amazing! I remember when that facility was a warehouse for The Broadway. They had a massive warehouse sale in the early ’80s and my parents bought a Sansui stereo system there.

    They could have taken those jobs to Torrance or Irvine (and in the process lengthening commutes and adding traffic to freeways) but the fact that they brought them back to the city was awesome.

  2. They need to get a dedicated left-turn lane on Mission going southwest. I drive that route every day and there was a noticeable increase in traffic over the last few weeks.

  3. The downside to Forever 21 in Lincoln heights is that many streets which were previously parking impacted – not enough parking – are now clogged with hundreds of workers cars. Residents can no longer find places to park near their own homes. Driveways are being blocked and parking signs are being ignored. I watch daily as workers come to and from their cars scattering their lunch cartons, snacks, empty cups on the ground along the way. Progress is great. Jobs are great, but this neighborhood is “forever” changed, and not necessarily for the better. I hope city officials will take notice of the not so popular side of this new addition to Lincoln Heights.

  4. agreed! parking is a big issue. they have tons of land and all that infrastructure they did and they never accommodated employee parking!? get with it f21!

  5. Wow!!! Definitely sleek, sprawling complex. How about renovating Fashion 21 store in Highland Park – the first store for Forever 21 mega-empire? This is where it all started for the family with humble beginnings. Forever 21 went from rags to riches in HP. I recently traveled to both New York and Chicago ( Magnificent Mile) and I was beyond impressed with the Forever 21 stores at their locations. It is time for a Forever 21 make over in HP. It is not cool for the owners to neglect the store that started it all for them! They have a civic responsibility to help HP’s renaissance on the Figueroa Corridor. In addition, employees need to paint out graffiti as soon as it appears on their building. Let’s help improve the quality of life of residents, merchants, and visitors in HP.

  6. Is this forever 21
    a tore? Or a warehouse?

  7. Hello im seeking a job in forever 21 where can i get a application ?

  8. you'll never know

    Would of been nice to have been along for the growth……I was a loyal employee for 10 years with Forever 21. As I appreciated the opportunity for employment and a flexible work schedule it was hard to move up the company. I even got a Bachelors degree and applied, you would of thought they would of at least considered me. Kinda sad cause this was my first job and wouldn’t have minded it being my last,in an area of interest. Oh well guess it wasn’t meant to be, had to move on to another employer. When I seen this I had to vent…..awwwhhh feel better ;0)

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