Authentic Brands Group signed a long-term agreement with the Chinese fast-fashion giant Shein to produce a co-branded clothing line with Forever 21. The collaboration follows Shein’s move in August to acquire about one-third of Forever 21′s operator, Sparc Group, with plans to find new ways to reach consumers.
In tandem, Sparc, a joint venture between Simon Property Group, the retail real estate company, and Authentic, at the time took a minority stake in Shein.
Co-branded Forever 21 x Shein, the new line will include sportswear, activewear and swimwear, leveraging Shein’s on-demand production model. Items from the Forever 21 x Shein collection will be available for sale online exclusively on Shein sites in the U.S., parts of Europe and Australia. Forever 21 x Shein will be available on Shein.com, and other Shein-branded retail and digital channels.
“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 e-commerce, Shein has led the way in redefining how brands connect with consumers,” said Jamie Salter, founder, chairman and CEO of Authentic. “We are excited to partner with Shein, as this collaboration perfectly fits into our distribution strategy for the brand’s new key markets.”
“We’re thrilled to bring the renowned Forever 21 brand to Shein customers using our manufacturing capabilities and online store,” said Donald Tang, executive chairman at Shein. “Forever 21 and Shein share a mission to deliver products that our customers love at an incredible value. 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.”
Photo courtesy Shein
