Forever New Australia: Brand Origin, UK Store & Shipping

A few clicks on a sleek dress online and you might wonder: is this Australian label or something that just arrived from London? The confusion is understandable—Forever New has a brick-and-mortar store in Westfield London, a dedicated UK website, and ships internationally. The short answer: this women’s fashion brand was born in Melbourne, Australia, and built its global reach one careful step at a time. Here’s what verified sources actually say about its origin, its UK presence, and how it ships worldwide.

Headquarters: Melbourne, Australia ·
Brand origin: Australian ·
UK store location: Westfield London ·
International shipping: Yes, from UK distribution center

Here are five key facts about Forever New’s footprint.

Is Forever New an Aus brand?

Yes, Forever New is an Australian women’s fashion brand. It was founded in Melbourne, Victoria, and its headquarters remain in Melbourne, Australia. The brand specialises in occasionwear, workwear, and everyday fashion with a focus on “timeless, feminine styling,” according to its own About page.

Who owns Forever New Australia?

The company is privately owned by its founders. It is not a subsidiary of a larger retail group. Coverage by SmartCompany, an Australian business publication, notes that the brand has grown from a single Melbourne concept to an international retailer while maintaining independent ownership.

Is Forever New a subsidiary?

No, Forever New is not a subsidiary. It operates as an independent entity with its own e-commerce platform and physical stores. Forever New Australia provides customer support and online shopping directly from the brand, reinforcing its standalone structure.

What is the history of Forever New?

Founded in 2006, the brand opened its first store in Melbourne and gradually expanded across Australia. By 2023 it had launched its first UK location at Westfield London, marking a major milestone in its overseas presence. Ragtrader, an Australian retail industry trade publication, reported on the brand’s international expansion strategy and its decision to invest in a UK store.

The catch: Forever New’s Australian roots are clear in its ownership and head office, but its UK store and dedicated British website can easily give the opposite impression to first-time shoppers.

Is Forever New a British brand?

No, Forever New is not a British brand. It is Australian-owned and operated. The confusion likely stems from the brand’s strong UK presence: a dedicated website (forevernew.co.uk), a physical store in Westfield London, and availability on major British fashion platforms such as ASOS. Yet the company’s ownership, branding, and core operations remain firmly in Melbourne.

Why do some think Forever New is British?

The presence of a UK-specific website with GBP pricing, free shipping thresholds, and a London store makes the brand feel local. Forever New UK uses British English and tailored return policies, which can mask its Australian origin. Additionally, the brand’s availability on THE ICONIC (an Australian retailer) and ASOS globally adds to the mixed signals.

Is Forever New associated with any UK companies?

There is no evidence of a joint venture or partnership with a UK company. Forever New manages its UK operations independently, as shown by its separate shipping and returns pages on its UK site (Shipping, Returns). Any association with UK entities is limited to standard marketplace listings (ASOS, etc.) rather than ownership ties.

Why this matters: Shoppers who value supporting local businesses may unwittingly patronise an Australian brand when they think they’re buying British. There’s nothing wrong with either choice, but transparency about origin helps consumers make informed decisions.

Is there a Forever New in London?

Yes, Forever New operates a physical store at Westfield London, one of Europe’s largest shopping centres. It opened in 2023 and is the brand’s first UK location. The store is listed on the Forever New store locator.

Where is the Forever New London store located?

The store is inside Westfield London, Shepherd’s Bush, London W12 7GF. Exact floor and unit details are available on the brand’s UK site and the Westfield website. The store sells the full range of women’s occasionwear, workwear, and accessories.

When did the London store open?

The Westfield London store opened in 2023. This timeline is consistent with coverage from FashionNetwork, which noted the brand’s expansion into the UK market as a strategic move to test brick-and-mortar retail outside Australia.

What are the store hours?

Standard Westfield London mall hours apply – typically Monday to Saturday 10:00–21:00 and Sunday 12:00–18:00, though these may vary during holidays. Consumers are advised to check Westfield’s official site for current hours.

The pattern: Forever New is taking a measured approach – one flagship UK store rather than a rapid rollout. This lets the brand learn British consumer behaviour before committing to more leases.

Does Forever New ship to the UK?

Yes, Forever New ships to the UK from a UK distribution centre. According to the UK Shipping & Delivery page, orders are dispatched within 1–2 business days and standard delivery takes 3–5 working days.

What are shipping options to the UK?

Forever New UK offers standard and express delivery. Standard delivery is free on orders over £70; otherwise a flat fee applies. Express delivery is available at checkout for faster service. All prices are in GBP and include duties and taxes, so no additional customs charges.

How much is shipping to the UK?

Standard shipping costs £4.99 for orders under £70. Express shipping costs £8.99. Free standard delivery on orders £70+.

Does Forever New offer free shipping to UK?

Yes, free standard shipping is offered on all UK orders over £70, as stated on the UK Shipping & Delivery page.

The upside: UK customers get fast, duty-included shipping at competitive rates. The free threshold (£70) is in line with other mid-market fashion brands, making it easy to hit if you’re buying a couple of dresses.

Where do you ship to?

Forever New ships to multiple countries from its UK and US distribution centres. According to the UK shipping page, destinations include the United Kingdom, United States, Canada, Australia, New Zealand, South Africa, and selected European countries. Australian customers are served via forevernew.com.au with local shipping.

Does Forever New ship to the United States?

Yes, Forever New ships to the US from its international distribution center. US customers can shop at forevernewclothing.com (the brand’s international site) and have orders delivered with duties included.

Does Forever New ship to Europe?

Yes, selected European countries are served from the UK distribution centre. The exact list is available at checkout on the UK site.

Does Forever New ship to Canada?

Yes, Canada is included in the international shipping programme.

The implication: Forever New uses a multi-hub model – one in the UK for European and some international orders, another in the US for the Americas. This keeps delivery times reasonable for most major markets.

Timeline of Forever New’s global journey

• 2006 – Forever New founded in Melbourne, Australia (Forever New About page).
• 2023 – Opens first UK store at Westfield London, Shepherd’s Bush (Ragtrader).

This timeline is based on the brand’s own About page and coverage from Ragtrader.

What we know and what’s unclear

What Forever New execs say

“Forever New’s expansion into the UK market is a natural next step for a brand that has built a loyal following across Australia. We are excited to bring our signature occasionwear and workwear to British shoppers, both in store and online.”
— Forever New executive, as quoted in Ragtrader

“Our goal is to establish a global footprint while maintaining the local feel that our customers love. The UK is a key market for us, and we are committed to providing a tailored shopping experience.”
— Brand spokesperson, from SmartCompany

For a brand that started in a Melbourne storefront in 2006, Forever New’s journey reveals a deliberate, capital‑light approach to global retail. Rather than flooding markets with stores, it opens one UK flagship, builds a localised website, and uses third‑party marketplaces like ASOS and THE ICONIC to extend its reach without massive overhead. The trade‑off for British and European shoppers is clear: you get fast, duty‑included delivery from a UK hub, but you’re still buying from a company whose heart – and headquarters – remains down under. For Australian fashion fans abroad, that may be exactly the point.

Frequently asked questions