SHEIN Acquires Missguided Brand
SINGAPORE, Oct. 30, 2023 /PRNewswire/ -- SHEIN, a global online fashion and lifestyle retailer, announces the acquisition of Missguided, a bold and forward-thinking women's fashion brand, from Frasers Group.
- SHEIN also announces that 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, and its products and collections will be manufactured through SHEIN's industry-leading, on-demand production model, and sold on SHEIN sites.
- "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."
- 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.