Another move in the overseas chess game! SHEIN adds a new member to its European and American brands

Recently, cross-border e-commerce SHEIN announced that it has acquired British fashion brand Missguided from British retailer Frasers in order to better provide more products to global users .

Under the terms of the transaction, SHEIN will acquire Missguided's intellectual property and trademarks and license them to Sumwon Studios, a company co-founded by SHEIN and Missguided founder Nitin Passi . The brand will be sold on SHEIN's platform and Missguided.com through SHEIN 's on-demand production model .

The acquisition of the Missguided brand is SHEIN's second acquisition in the European and American markets within two months, and is also one of the company's initiatives to accelerate and deepen globalization and localization.

SHEIN started as a private label brand and now provides products and services in more than 150 countries. Last year, SHEIN was downloaded 200 million times worldwide. It is now the world's largest online fashion seller and the world's most visited clothing website, with users spending twice as much time as the second-ranked Nike.com. It is far ahead of other competitors in terms of both user numbers and inventory .

Last year, the company's revenue doubled . In the early days, the company's business growth came from China, India and Saudi Arabia. As the company has increased its layout in Brazil, Mexico, the United States and Europe in recent years, these markets have also seen rapid business growth.

SHEIN's explosive growth has not only spawned many imitators, but also brought healthy competition to the industry. In response to SHEIN's dominance, many fashion online platforms, led by Asos and Zalando , have improved their products and services.

SHIEN

European and American markets

overseas