SHEIN Xcelerator Program Progress Revealed: Has Empowered Nearly 20 Brands, Participating Brands Saw 15x Sales Growth in the Following Year

[Ebrun Original] On the morning of September 1, global online fashion and lifestyle company SHEIN officially listed on the main board of the Stock Exchange of Hong Kong, marking the largest fashion brand IPO in Hong Kong's stock market in 2026. According to the latest information in its prospectus, since SHEIN officially launched its brand incubation program "SHEIN Xcelerator" in October 2025, it has empowered nearly 20 brands worldwide as of now.

It is reported that SHEIN first launched the "SHEIN X" program to support individual designers and artists in 2021, which was upgraded to "SHEIN Xcelerator" in 2025. The program targets emerging and established brands globally, including Chinese designers and brands, providing brand incubation and global expansion support to help them reduce design and inventory risks and accelerate time-to-market.

The prospectus shows that in 2025, SHEIN's supply chain network covered more than 7,500 contract manufacturers, as well as a large number of merchants, independent designers and other suppliers, most of which are small and medium-sized enterprises (SMEs). As of June 30, 2026, the company had more than 370 in-house designers.

The Xcelerator program has delivered remarkable results: one participating brand saw its sales increase by approximately 15 times in the second year after joining the program, its operating margin improve by more than 30 percentage points, and its inventory turnover days reduce by roughly two-thirds. The operating margin of the brand empowerment service is about twice that of the group's overall operating margin.

However, the Xcelerator program currently makes a limited contribution to SHEIN's overall revenue. The prospectus shows that in 2025 and the first quarter of 2026, Xcelerator contributed no more than 1% of the group's net revenue.

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