Shein inks deal to design, distribute Forever 21 apparel line
Online fashion retailer Shein has signed a strategic agreement with brand development platform Authentic Brands Group to design, manufacture and distribute a line of Forever 21 products.
The Shein x Forever 21 collection, which includes sportswear, activewear and swimwear among others, will be available for sale exclusively on Shein sites in the US, parts of Europe and Australia.
The line is said to leverage Shein’s on-demand production model, which helps reduce inventory waste.
This partnership came after Shein’s acquisition of one-third interest in Sparc Group, a joint venture that includes Authentic Brands and Simon Property Group, the core operating partner of Forever 21 in the US.
Jamie Salter, founder, chairman and CEO of Authentic Brands Group, said the collaboration is in line with the company’s distribution strategy for the brand’s new key markets.
“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,” added Donald Tang, executive chairman at Shein.
Earlier this month, Shein hosted its first pop-up within a Forever 21 at Ontario Mills shopping centre in California, which welcomed more than 7000 customers.
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