SHEIN Acquires Missguided Brand

SHEIN has announced the acquisition of Missguided, a women’s fashion brand, from Frasers Group. 

Missguided joins SHEIN’s family of fashion brands, furthering the company’s efforts to meet customer demand for product variety.

SHEIN also announced it has entered into an agreement to license the Missguided brand IP to SUMWON Studios, a joint venture between SHEIN and Missguided’s founder, Nitin Passi. The brand, Missguided, will be managed through the joint venture. 

“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,” says Donald Tang, executive chairman, Shein. “SHEIN aims to reignite the Missguided brand, capitalizing on its unique brand personality, and fueling its global growth through SHEIN’s on-demand production model, unparalleled e-commerce expertise and global reach.” 

Missguided products and collections will be made available to SHEIN customers around the world as an independent brand via Shein sites, as well as on Missguided.com.