SHEIN, a popular online fashion and lifestyle retailer, has officially announced the acquisition of Missguided, a women’s fashion brand from the Frasers Group in the United Kingdom (UK).

The merger, announced on Monday, October 30, signifies SHEIN’s commitment to meeting customer demands for product diversity and to consistently deliver a dynamic shopping experience. This comes two months after SHIEN announced a partnership with SPARC Group Holdings II LLC (“SPARC Group”), the distributer for Forever 21 clothing. With the investment, Shein will design, manufacture and distribute a line for Forever 21.

Missguided, known for for its success during the pandemic, struggled as physical stores reopened and was eventually sold to the Fraser Group in June 2022.

Under the deal, Missguided’s founder Nitin Passi and SHEIN will form a joint venture that gives SHEIN access to Missguided’s intellectual property under a licensing agreement. SHEIN will take over the manufacturing and distribution of products from the joint venture.

Donald Tang, SHEIN’s executive chairman, in expressing enthusiasm for the future of them partnership, said: “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.”