SHEIN, a Singapore-based online fashion and lifestyle retailer, has announced the acquisition of Missguided, a British 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,” he said.
According to the statement, SHEIN has reimagined the fashion industry’s traditional production model, by building an agile and responsive ecosystem that leverages real-time insights for on-demand production.
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.