Shein Acquires UK Fashion Brand Missguided from Frasers Group Amid Talks for Further Collaboration

Strategic purchase marks fast fashion giant Shein's first UK brand acquisition and opens up talks of a wider partnership with Frasers Group, potentially leveraging the retail group's physical stores for Shein's products.

Shein, the Chinese fast-fashion retailer, has acquired the Missguided brand from Frasers Group, retaining its real estate and employees, and licensing its intellectual property to a joint venture with Missguided's founder, Nitin Passi.
This acquisition marks Shein's first of a UK brand, signifying its growing focus on the UK as one of its fastest expanding markets.
Further talks of collaboration between Frasers Group and Shein indicate potential stocking of Shein products in Frasers stores, both benefiting from each other's distinctive capabilities and reach.
Missguided products will be made available to Shein's vast customer base of 150 million global users on its independent site and on Missguided's own site as well.
Shein faced criticism for its business practices involving overconsumption and questionable supply chains, thus prompting a vow of investment into improving supplier factory standards and eliminating Xinjiang cotton from its supply chain.