Through the partnership Shein will design, manufacture and distribute a line of Forever 21 clothing and accessories including sportswear, activewear and swimwear, among others.
Co-branded as Forever 21 x Shein, the line will follow Shein’s on-demand production model. Items from the collection will be available for sale online exclusively on Shein websites in the US, parts of Europe and Australia.
In August, ABG and Shein formed a strategic partnership with the parent company of Forever 21 SPARC group, a joint venture between ABG and Simon Property Group.
Under the deal, Shein acquired around one third of interest in SPARC Group, whose portfolio also includes Brooks Brothers and Eddie Bauer. SPARC, a 50-50 joint venture between ABG and shopping centre owner Simon Property Group, also became a minority shareholder in Shein.
Jamie Salter, founder, chairman and CEO of ABG, said: “Shein’s innovative approach to engaging with consumers gives it the ability to deliver trends at speed. With an evolving retail landscape, where digital interaction has become the cornerstone of ecommerce, Shein has led the way in redefining how brands connect with consumers.” He aded: “We are excited to partner with Shein, as this collaboration perfectly fits into our distribution strategy for the brand’s new key markets.”
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Donald Tang, executive chairman at Shein, added: “We’re thrilled to bring the renowned Forever 21 brand to Shein customers using our manufacturing capabilities and online store.”
“Forever 21 and Shein share a mission to deliver products that our customers love at an incredible value. This exciting new aspect of our partnership with Authentic furthers our goal of making fashion accessible to all and we look forward to bringing this to life for our customers.”