SHEIN, a global online fashion and lifestyle retailer, has announced the acquisition of Missguided, a bold and forward-thinking women’s fashion brand, from Frasers Group. Missguided joins SHEIN’s family of fashion brands, furthering the company’s efforts to meet customer demand for product variety and consistently deliver an exciting customer experience.

SHEIN also announces that it has entered into an agreement to license the Missguided brand IP to SUMWON Studios, a joint venture between SHEIN and Missguided’s founder, Nitin Passi. The brand, Missguided, will be managed through the joint venture, and its products and collections will be manufactured through SHEIN’s industry-leading, on-demand production model, and sold on SHEIN sites. Missguided products and collections will be made available to SHEIN’s 150 million global users as an independent brand via SHEIN sites, as well as on missguided.com.