US fast-fashion retailer Forever 21 will roll out its new Riley Rose beauty boutique concept in GGP-owned shopping centres.

Targeting millennials, Riley Rose sells accessories, cosmetics and home goods in what Forever 21 describes as an “experiential setting”.

The new retail brand will open in 13 of GGP’s “top-tier” regional malls – the first 10 this calendar year.

GGP CEO Sandeep Lakhmi Mathrani says his company is committed to introducing tenants that differ from traditional specialty retailers found in most shopping malls across the US, including grocery stores, cinemas, innovative entertainment venues and fitness centers.

Adding Riley Rose boutiques fits in with that diversification strategy, Mathrani says.

“Customers have come to expect lifestyle options at their regional shopping centers.

“Millennials have embraced the Forever 21 brand, and GGP is thrilled with the introduction of Riley Rose. We know our shoppers will enjoy it.”

Forever 21 already sells beauty products including makeup, skin and hair care and K-beauty lines made by other brands, and its own private-label range.