Authentic Brands announces a Forever 21 line is coming to Shein

Authentic Brands Group (Authentic), the owner of Ted Baker and Quicksilver, has today announced the signing of a long-term deal with Forever 21 to bring it to global audiences via China-based Shein’s website.

The partnership will see Shein design, manufacture and distribute a line of Forever 21 apparel and accessories. It will leverage Shein’s on-demand production model, which helps reduce inventory waste.

The co-branded Forever 21 x Shein line will be available for sale online exclusively at Shein in the US, select parts of Europe and Australia.

This partnership comes on the heels of the August announcement that Shein acquired an approximate one-third interest in SPARC Group, a joint venture that includes Authentic and Simon Property Group. In tandem, SPARC became a minority shareholder in Shein.

Jamie Salter, Founder, Chairman and CEO of Authentic, commented: "Shein's innovative approach to engaging with consumers gives them the ability to deliver trends at speed. With an evolving retail landscape, where digital interaction has become the cornerstone of e-commerce, Shein has led the way in redefining how brands connect with consumers.

"We are excited to partner with Shein, as this collaboration perfectly fits into our distribution strategy for the brand's new key markets."

Donald Tang, Executive Chairman at Shein, added: "We’re thrilled to bring the renowned Forever 21 brand to Shein customers using our manufacturing capabilities and online store.

"Forever 21 and Shein share a mission to deliver products that our customers love at an incredible value. This exciting new aspect of our partnership with Authentic furthers our goal of making fashion accessible to all and we look forward to bringing this to life for our customers."

This follows this morning's news that Shein has made its first acquisition in the UK, buying women’s clothing brand Missguided for an undisclosed amount.

The company said it plans to "reignite" the brand, which was bought out of administration just a year and a half ago by Mike Ashley’s Frasers Group.