Shein has extended its partnership with Forever 21 owner Authentic Brands to create a new sub-brand, as the online giant looks to strengthen its fashion credentials.
The move will see the Chinese-based fashion retailer design, manufacture and distribute a line of Forever 21 clothing and accessories including sportswear, activewear and swimwear.
The Forever 21 x Shein line will follow the fashion giant’s on-demand production model and will be sold online exclusively on its websites in the US, parts of Europe and Australia.
Shein executive chairman Donald Tang said: “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.”
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Chairman and chief executive of Authentic Jamie Salter added: “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.”
“We are excited to partner with Shein, as this collaboration perfectly fits into our distribution strategy for the brand’s new key markets.”
The two first joined forces in August when Shein formed a strategic partnership with Forever 21 parent SPARC Group, a joint venture between Authentic and Simon Property Group.
As part of the deal, the online fashion giant will list Forever 21’s clothing and accessories on its website and has “the opportunity to test” its products in the retailer’s stores across the US.
The new agreement comes as Shein revealed it had acquired fashion retailer Missguided from Frasers Group on Monday.
The retail giant has bought the intellectual property for the brand and is set to manage and license Missguided via Sumwon Studios.
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