What: Frasers Group has sold Missguided to Shein in a deal that includes the joint venture between Shein and Missguided's founder Nitin Passi.

Why it is important: This deal aligns with Frasers Group's strategy to focus on fewer brands while maintaining a presence in women's digital-first fashion.

Frasers Group has divested the intellectual property (IP) of Missguided to Shein while retaining its real estate and employees. The deal has sparked exciting discussions around potential collaboration between Frasers Group and Shein. With the acquisition, Shein aims to reignite the Missguided brand, capitalizing on its unique brand personality and fuelling its global growth.

Missguided's products and collections will be manufactured through Shein's on-demand production model and sold on Shein sites and Missguided.com. The joint venture will manage Missguided and license the brand IP to Sumwon Studios.

Frasers Group sells Missguided to Shein