SHEIN's Activewear Brand Glowmode Launches Supplier Recruitment, Open to OEM and FOB Cooperation Models

[Ebrun Original] On August 27, it was announced that Glowmode, the active lifestyle brand under SHEIN, has launched supplier recruitment targeting factories, trading companies, and integrated production and trading enterprises. The cooperation is open to two models: OEM and FOB.

In terms of supplier qualifications, enterprises must have in-house pattern makers, be capable of pattern making based on design drafts and quality control, operate a dedicated pattern room, and have experience in cooperation between factories and brands. For production processes, factories that master specialized activewear techniques such as bonding and laser cutting will be given priority. Meanwhile, SHEIN requires suppliers to have a complete apparel production team with separate areas for fabric inspection, cutting, sewing, and finishing, no less than 45 in-house sewing operators, and a monthly production capacity of more than 30,000 pieces.

It is reported that Glowmode is a SHEIN-owned active lifestyle brand targeting female consumers, positioned as cost-effective, high-quality athleisure apparel. It has two lines: the G Basic series of entry-level athleisure apparel and the G Pro series of professional activewear, covering outfit scenarios including gym, outdoor activities, workplaces, and home use.

As a fashion retailer that started with fashion apparel, SHEIN has built a brand matrix covering multiple price points, styles, and categories through in-house incubation and acquisitions in recent years. According to its prospectus, SHEIN's brand matrix already includes at least six internally incubated sub-brands and three acquired brands. Self-incubated brands include the mid-to-high-end brand MOTF, activewear brand Glowmode, beauty brand SHEGLAM, and Korean-style apparel brand Dazy, among others. Acquired brands include U.S. fashion brand EVERLANE, UK fast fashion brand MISSGUIDED, and Dubai-based fashion brand SUMWON, among others.

This time, SHEIN has rarely released recruitment information for its sub-brands through its official self-operated merchant recruitment channel, which underscores its strategic tilt toward its owned brands. This may also indicate that SHEIN's future growth opportunities lie in scaling up and driving incremental growth for sub-brands in every niche category and across different price bands under the broad fashion apparel category.

This article was first published on the official website of Ebrun.