What: Shein enters a partnership with Forever 21 owner, SPARC Group, and will sell Forever 21 clothing on their website as well as sell Shein items inside Forever 21 stores.

Why it is important: The partnership will allow Shein to test out brick-and-mortar sales and distance itself from new competition such as Temu. The company is redefining every aspect of the fashion distribution business.

In the deal, Shein gained a one-third interest in SPARC, and SPARC became a minority shareholder in Shein and will facilitate the expansion of Forever 21's distribution on Shein's platform which boasts over 150 million users. Industry experts suggest that the partnership could benefit both companies, but Shein might have an edge due to its current market position and growth strategy.

Shein aims to evolve past being only an online seller for cheap trendy clothes and expand into becoming an e-commerce marketplace, like Amazon, and getting third-party sellers to expand its offer outside products its manufactures.

Buisness of Fashion 

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