SHEIN is expanding its Xcelerator brand incubation programme in the UK after what it described as a successful pilot phase.
The fast-fashion retailer said the initiative was the latest development in its SHEIN X programme, launched in 2021, which was aimed at emerging designers and artists rolling out their first collections. The expanded scheme is intended to help both new and established labels overcome challenges across the fashion value chain, including market access and supply chain logistics.
As part of the programme, brands are given access to direct-to-consumer services such as on-demand production, product fulfilment and SHEIN’s global e-commerce infrastructure. The pilot, which began in August 2023, has already enrolled almost 20 brands from different regions.
SHEIN’s executive chairman, Donald Tang, said the initiative was intended to empower brands of every size to pursue international ambitions. He added that it would deliver systemic benefits across the industry by supporting creativity, strengthening ecosystems and enabling more labels to succeed globally.
The announcement comes as SHEIN faces renewed criticism over its tax affairs in the UK. Campaigners have alleged that the company shifted the majority of its income to Singapore to reduce its tax liabilities. Accounts filed at Companies House revealed that SHEIN Distribution UK recorded sales of around USD 2.55 billion in 2024, while paying only USD 12.2 million in corporation tax.
In August, reports suggested SHEIN was considering relocating its headquarters from Singapore back to China as it sought regulatory approval for its long-awaited stock market debut in Hong Kong.
