Shein acquires Missguided brand to boost global fashion portfolio

In addition to the acquisition, Shein has also entered into a licensing agreement for the Missguided brand's intellectual property with Sumwon Studios. This joint venture involves both Shein and Missguided's founder, Nitin Passi. The management of the Missguided brand will now be undertaken through this joint venture. Furthermore, products and collections under the Missguided label will be manufactured using Shein's on-demand production model and will be available for purchase on Shein's platforms.

ALCHEMPro News Desk (DP)