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Authentic Brands and Shein sign new agreement for Forever 21

Authentic Brands Group has signed a new long-term agreement with Chinese ecommerce business Shein for the Forever 21 fashion brand. Through the partnership, Shein will design,… View Article

FASHION RETAIL NEWS UK

Authentic Brands and Shein sign new agreement for Forever 21

Authentic Brands Group has signed a new long-term agreement with Chinese ecommerce business Shein for the Forever 21 fashion brand.

Through the partnership, Shein will design, manufacture and distribute a collection of Forever 21 clothing and accessories. Co-branded as Forever 21 x Shein, the range will be available online exclusively on Shein sites in the US, Australia, and parts of Europe.

Jamie Salter, founder, chairman and chief executive of Authentic, said: “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 ecommerce, 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.”

The news follows an announcement back in August that Shein had acquired around a one-third interest in SPARC Group, a joint venture that includes Authentic and Simon Property Group, and the core operating partner of Forever 21 in the US. At the same time, SPARC became a minority shareholder in Shein.

Earlier this month, Shein hosted its first pop-up within a Forever 21 at the Ontario Mills shopping centre.

Donald Tang, executive chairman at Shein, said: “We’re thrilled to bring the renowned Forever 21 brand to Shein customers using our manufacturing capabilities and online store.

“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.”

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