SHEIN's Brand Portfolio Unveiled: 6 Self-incubated Sub-brands Already in Operation

[Ebrun Original] On the morning of September 1, global online fashion and lifestyle company Shein (collectively referred to as SHEIN) officially listed on the Hong Kong Stock Exchange. As the world's third-largest fashion retailer today, in addition to its flagship SHEIN brand, the company has built a rich brand matrix over the years through self-incubation and acquisitions, expanding its business to cover more price points, distinct styles and broader product categories. According to SHEIN's prospectus, its brand matrix currently includes ten brands.

Among them, self-incubated brands include mid-to-high-end brand MOTF, activewear brand Glowmode, beauty brand SHEGLAM and Korean-style apparel brand Dazy, among others; acquired brands include American fashion brand EVERLANE, UK fast fashion brand MISSGUIDED, and Dubai fashion brand SUMWON, among others.

In detail, on the own brand front, apart from the flagship SHEIN brand, each sub-brand has carved out a differentiated market positioning. MOTF was initially launched as the SHEIN Premium line before being upgraded to an independent brand, targeting the mid-to-high-end women's wear segment with relatively accessible prices. Glowmode launched its independent site in 2022, entering the activewear category at less than one-third the price point of Lululemon. Positioned as a Korean-style brand, Dazy was first launched on SHEIN's main site in 2021 and gradually shifted to independent operation. In 2024, it signed South Korean actor Kim Yoo-jung as its global brand ambassador, and has accumulated more than 5 million followers on its official website. SHEGLAM spun off from SHEIN's beauty category as an independent brand, covering makeup and skincare, with a core focus on the Middle East market while expanding to Europe, Australia and other markets.

On the acquisition front, SHEIN's related moves date back as early as 2014. That year, SHEIN acquired subcultural fast fashion platform ROMWE, absorbing its in-house production capabilities, and subsequently transitioned from a pure resale model to a full-chain retailer with end-to-end supply chain capabilities. In 2015, SHEIN acquired American brand Make Me Chic, through which it established a customer service center in the U.S. and significantly expanded its North American market share.

In 2023, SHEIN's acquisition pace accelerated markedly: in August, it acquired approximately a one-third stake in SPARC Group, the parent company of Forever 21, leveraging its U.S. physical store network to fill the gap in SHEIN's offline channel layout. In October of the same year, SHEIN purchased British fast fashion brand Missguided to deepen its presence in the UK market, and later licensed the Missguided brand IP to Dubai-based fashion group SUMWON Studios for operation.

The latest acquisition took place in May 2026, when SHEIN acquired 100% of Everlane, a U.S. DTC brand known for its "radical transparency" philosophy, from L Catterton, the private equity firm under LVMH, for approximately $80 million. This brand can enhance SHEIN's capabilities in environmental protection, supply chain transparency, sustainable development and other areas.

Looking at SHEIN's series of past acquisitions, its underlying logic appears to have shifted from complementing supply chain and technological capabilities to acquiring brand assets.

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