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Shein has bought the Missguided brand from Mike Ashley's Frasers Group, the e-commerce giant's first purchase of a British brand.
The deal was officially announced by both companies on a Monday, signifying the start of a new chapter for Missguided.
Mike Ashley’s Frasers Group has sold the Missguided brand and intellectual property rights to Shein for an undisclosed sum, just over a year after it bought the online fashion retailer. Shein, a fast-fashion company founded in China, will manage and license Missguided through Sumwon Studios, a joint
The fast-fashion company said it will ‘reignite’ the Missguided brand.