SHEIN Strikes Again: Acquires Well-Known UK Fashion Brand Missguided

[Exclusive Report] On October 30th, the UK fashion retail group Frasers announced that its well-known brand Missguided has been sold to the global fashion and lifestyle online retailer SHEIN. SHEIN will fully acquire Missguided's brand and all of its intellectual property.

Two Major Investments in Two Months, SHEIN Deepens Globalization and Localization

It is understood that Missguided, established in 2009, is a leading UK fashion brand. The brand focuses on the integration and innovation of trendy elements, and its stylish and personalized design style is highly favored by young consumers in the UK and other regions.

With the addition of the Missguided brand, SHEIN's fashion portfolio further expands, providing more possibilities to meet customers' diverse product needs and offer fashionable, high-quality customer experiences. On the other hand, SHEIN's leading flexible supply chain, mature online experience, and broad global sales network will inject new vitality into the globally popular Missguided brand and open up new growth opportunities.

The acquisition of the Missguided brand is one of SHEIN's initiatives to accelerate and deepen globalization and localization. As early as August of this year, SHEIN announced the acquisition of shares in SPARC Group, the parent company of Forever 21, which operates dozens of fashion brands.

Manufacturing and Online Sales for the Missguided Brand

According to the cooperation agreement, after the acquisition of Missguided, SHEIN will use its unique flexible supply chain system to manufacture the brand's products, while the brand's design and operation will be licensed to a joint venture established with Missguided’s founder, which will be responsible for product design and operation. At the same time, SHEIN's platform will be responsible for the brand's online sales.

In the view of Chen Shaotong, Secretary-General of the Guangdong Apparel and Apparel Industry Association, the willingness of well-known fashion brands to be "incorporated" by SHEIN is an important manifestation of the international development of outbound enterprises and brands and the rise of the global fashion industry. SHEIN's ability to set off a wave in the global fashion industry is inseparable from its on-demand production and flexible supply chain model that pioneered industry innovation. This model uses actual market demand to predict sales and control production, reducing the possibility of inventory waste from the source, and converting the savings from this waste into high-cost-effective prices for consumers. At the same time, the flexible on-demand production model promotes the full-chain informationization and online upgrade of various links such as front-end fashion trends, design and development, production and manufacturing, warehousing, and logistics, thereby driving the digital upgrade of the apparel manufacturing industry, improving industry efficiency, reducing industrial waste, and promoting industrial balance.