SHEIN buys UK-based retailer Missguided

Missguided products will become available on all SHEIN sites and platforms.

SHEIN has acquired the UK-based multichannel retailer Missguided from Frasers Group.

Missguided will become part of SHEIN’s growing family of fashion brands, expanding the company’s product variety and delivering quality customer experience to meet the rising market demand.

In addition, SHEIN has licensed the Missguided brand IP to SUMWON Studios, a joint venture between SHEIN and Missguided’s founder, Nitin Passi.

Through the venture, Missguided’s signature products and collections will be produced through SHEIN’s assembly line, and sold on its various platforms.

“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. 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,” Donald Tang, Executive Chairman of SHEIN, stated.

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The acquisition arrived at a time when Missguided saw its popularity rise, with market share jumping 0.5 percentage points to 2.2% in 2023, becoming one of the top 10 apparel brands in the United Kingdom.

“SHEIN’s superior financial resources and fashion expertise should allow it to steer Missguided back to relevance by ensuring its ranges reflect the latest trends and strengthening its digital proposition, through enhanced navigation and product filters, to offer shoppers greater convenience,” Alice Price, Apparel Analyst at GlobalData, weighed in.