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Shein acquires Missguided brand to boost global fashion portfolio

30 Oct '23

1 min read

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Online fashion retailer Shein has acquired women's fashion brand Missguided from Frasers Group, adding to its expanding portfolio.
Alongside the acquisition, Shein has formed a joint venture with Missguided's founder, Nitin Passi, to manage the brand.
Missguided products will be produced using Shein's on-demand model and sold on Shein platforms.

Shein, an international online fashion and lifestyle retailer, has announced the acquisition of Missguided, a leading women's fashion brand, from Frasers Group. The acquisition sees Missguided joining Shein's growing family of fashion labels, as the company continues to diversify its product range and enhance its customer experience.

In addition to the acquisition, Shein has also entered into a licensing agreement for the Missguided brand's intellectual property with Sumwon Studios. This joint venture involves both Shein and Missguided's founder, Nitin Passi. The management of the Missguided brand will now be undertaken through this joint venture. Furthermore, products and collections under the Missguided label will be manufactured using Shein's on-demand production model and will be available for purchase on Shein's platforms.

Fibre2Fashion News Desk (DP)

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