Authentic, Shein Annouce Agreement for Forever 21

Forever 21 x SHEIN collection will be available for sale online on SHEIN sites in the U.S., parts of Europe and Australia.

License Global

October 30, 2023

2 Min Read
Authentic and Shein logos, Authentic
Authentic and Shein logos. Authentic

Authentic Brands Group (Authentic), a global brand development, marketing and entertainment platform, and SHEIN have announced the signing of a long-term agreement for the Forever 21 brand for key lifestyle and fashion categories for men and women, which welcomes leading trend and lifestyle brand, Forever 21, to SHEIN. 

Through the partnership, SHEIN will design, manufacture and distribute a line of Forever 21 apparel and accessories, including sportswear, activewear and swimwear, among others. Co-branded Forever 21 x SHEIN, the line will leverage SHEIN’s industry-leading, on-demand production model, which helps reduce inventory waste. Items from the Forever 21 x SHEIN collection will be available for sale online exclusively on SHEIN sites in the U.S., parts of Europe and Australia. Forever 21 x SHEIN will be available on and other SHEIN-branded retail and digital channels. 

The partnership comes on the heels of the August announcement that SHEIN acquired an approximate one-third interest in SPARC Group (SPARC), a joint venture that includes Authentic and Simon Property Group and the core operating partner of Forever 21 in the U.S. In tandem, SPARC became a minority shareholder in SHEIN. 

“SHEIN’s innovative approach to engaging with consumers gives them the ability to deliver trends at speed,” says Jamie Salter, founder, chairman, chief executive officer, Authentic. “With an evolving retail landscape, where digital interaction has become the cornerstone of e-commerce, SHEIN has led the way in redefining how brands connect with consumers. We are excited to partner with SHEIN, as this collaboration perfectly fits into our distribution strategy for the brand’s new key markets.” 

Related:Authentic Brands Group Purchases Boardriders

“We’re thrilled to bring the renowned Forever 21 brand to SHEIN customers using our manufacturing capabilities and online store,” says Donald Tang, executive chairman, SHEIN. “Forever 21 and SHEIN share a mission to deliver products that our customers love at an incredible value. This exciting new aspect of our partnership with Authentic furthers our goal of making fashion accessible to all and we look forward to bringing this to life for our customers.” 

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like