SHEIN, a leading online fashion and lifestyle retailer, has announced its acquisition of Missguided, a dynamic women’s fashion brand from the British retail group, Frasers. This strategic acquisition not only expands SHEIN’s portfolio of fashion brands but also underscores the company’s commitment to meeting customer demand for diverse product offerings and delivering an exhilarating shopping experience.
The acquisition is accompanied by an exciting development – the formation of SUMWON Studios. This joint venture between SHEIN and Nitin Passi, the founder of Missguided, will manage and operate the Missguided brand. As part of the agreement, SHEIN will license the intellectual property of the Missguided brand to SUMWON Studios.
SHEIN’s Executive Chairman, Donald Tang, expressed his enthusiasm about this new partnership format, stating “The joint venture we have entered ushers in a new format of partnerships for SHEIN, as part of our unwavering commitment to meet customer demand” said Donald Tang, SHEIN’s Executive Chairman. “SHEIN aims to reignite the Missguided brand, capitalising on its unique brand personality, and fuelling its global growth through SHEIN’s on-demand production model, unparalleled e-commerce expertise and global reach.”
SHEIN’s innovative approach to the traditional fashion industry production model sets it apart. The company has built an agile and responsive ecosystem that leverages real-time insights for on-demand production. This strategy significantly reduces production waste at the source and minimizes excess inventory by increasing production only in response to actual market demand.
Missguided products and collections will be made available to SHEIN’s 150 million global users as an independent brand via SHEIN sites, as well as on Missguided.com. This acquisition marks a new chapter in the fast-fashion industry, with SHEIN leading the way in redefining partnerships and production models.