Women’s fashion brand will also be available on Shein’s website.

License Global

October 31, 2023

1 Min Read
Shein logo
Shein logoShein

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. 

Read more about:

MissguidedGlobal

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