Shein Acquires British Fast Fashion Brand Missguided
Chinese fast fashion giant Shein has acquired British fast fashion brand Missguided, marking its first purchase of a British brand. The acquisition is seen as a way for Shein to expand its global reach and market share, as well as to tap into Missguided’s strong brand recognition among younger consumers.
Shein has been on a rapid growth trajectory in recent years, and has become one of the most popular online fashion retailers among Gen Z and Millennial shoppers. The company is known for its ultra-fast fashion business model, which allows it to quickly produce and sell on-trend clothing at low prices.
Missguided, on the other hand, has been struggling in recent years. The company filed for administration in 2022, but was rescued by Frasers Group. However, Frasers Group has now sold Missguided to Shein, suggesting that it believes Shein is the best company to revive the brand.
The acquisition is expected to be beneficial for both companies. Shein will gain access to Missguided’s strong brand recognition and customer base in the UK and other markets. Missguided, on the other hand, will benefit from Shein’s expertise in fast fashion and e-commerce.
It remains to be seen how Shein will integrate Missguided into its business. However, the acquisition is a clear sign of Shein’s ambitions to become a global fashion powerhouse.
