Chinese clothing company Shein has acquired the intellectual property and trademarks of fashion brand Missguided, which was previously rescued from administration by Frasers Group in a £20m deal. Frasers will retain Missguided’s employees and real estate within the company’s fashion division. Nitin Passi, the founder of Missguided, has entered into a joint venture named SUMWON Studios with Shein to manage and operate the brand through a licence. Shein was valued at $66bn earlier this year and has 150 million users globally. The company plans to sell Missguided products through Missguided.com and in Shein’s physical stores.
According to Shein’s Executive Chairman Donald Tang, the joint venture marks a new format of partnerships for Shein, which aims to reignite the Missguided brand and fuel its global growth with Shein’s on-demand production model, e-commerce expertise, and global reach. Shein claims to have reimagined the traditional production model by building a responsive ecosystem that leverages real-time insights for on-demand production, which reduces production waste and excess inventory by responding to actual market demand.
This acquisition and joint venture reflect Shein’s commitment to meeting customer demand while capitalizing on Missguided’s unique brand personality and fueling its global growth. Through its agile and responsive ecosystem, Shein has disrupted the traditional production model and plans to use its expertise and global reach to offer Missguided products to its wide user base.
Chinese clothing company Shein has acquired the intellectual property and trademarks of fashion brand Missguided, which was previously rescued from administration by Frasers Group in a £20m deal. Frasers will retain Missguided’s employees and real estate within the company’s fashion division. Nitin Passi, the founder of Missguided, has entered into a joint venture named SUMWON Studios with Shein to manage and operate the brand through a licence. Shein was valued at $66bn earlier this year and has 150 million users globally. The company plans to sell Missguided products through Missguided.com and in Shein’s physical stores.
According to Shein’s Executive Chairman Donald Tang, the joint venture marks a new format of partnerships for Shein, which aims to reignite the Missguided brand and fuel its global growth with Shein’s on-demand production model, e-commerce expertise, and global reach. Shein claims to have reimagined the traditional production model by building a responsive ecosystem that leverages real-time insights for on-demand production, which reduces production waste and excess inventory by responding to actual market demand.
This acquisition and joint venture reflect Shein’s commitment to meeting customer demand while capitalizing on Missguided’s unique brand personality and fueling its global growth. Through its agile and responsive ecosystem, Shein has disrupted the traditional production model and plans to use its expertise and global reach to offer Missguided products to its wide user base.
