SHEIN has acquired the UK-based online brand Missguided. SHEIN, headquartered in Singapore, caters to a primarily young female customer base, offering branded apparel and products from a global network of vendors. It plans to make Missguided’s products and collections available to its 150 million global users through SHEIN’s sites, as well as on missguided.com while retaining the brand as an independent fashion label. The monetary terms of the deal have not been disclosed.
Additionally, SHEIN will license Missguided’s brand intellectual property to Sumwon Studios, a joint venture formed by SHEIN and Missguided’s founder, Nitin Passi. Missguided, known for its past sponsorship of the popular reality TV show ‘Love Island,’ will be managed through this joint venture, and its products and collections will be produced using SHEIN’s on-demand production model.
This production model allows SHEIN to respond to real-time demand for its new designs, reducing waste and maintaining lean inventories. As part of this partnership, SHEIN will design, manufacture, and distribute a line of Forever 21 apparel and accessories, covering categories such as sportswear, activewear, and swimwear.
Donald Tang, SHEIN’s executive chairman, views this joint venture as a new type of partnership, emphasising SHEIN’s dedication to meeting customer demand and the potential for Missguided’s brand revival through SHEIN’s e-commerce expertise and global reach.
Missguided had faced financial troubles and was purchased by Britain’s Frasers Group in June 2022 for £ 20 million, outbidding competitors like SHEIN, Boohoo, and JD Sports.
This acquisition follows SHEIN’s long-term agreement with Authentic Brands Group for the Forever 21 brand, leading to the co-branded collection ‘Forever 21 x SHEIN’ available exclusively online through SHEIN’s sites in the US, Europe, and Australia.
Moreover, SHEIN has also acquired a one-third interest in SPARC Group, a joint venture between Authentic Brands and Simon Property Group, which operates Forever 21 in the US SPARC, in turn, became a minority shareholder in SHEIN
