Global brand development and marketing platform Authentic Brands Group has partnered with online fashion and lifestyle retailer Shein on a co-branded Forever 21 brand collection.

As part of the long-term agreement, Shein will design, manufacture and sell apparel and accessories for the Forever 21 x SHEIN line.

The co-branded collection will use the on-demand production model of Shein to lower inventory waste.

Products from this line will exclusively be sold online on shein.com and through other Shein-branded retail and digital channels.

The items will be available in the US, Australia and parts of Europe.

The strategic partnership comes after Shein acquired approximately a one-third interest in the core operating partner of Forever 21 in the US, SPARC Group (SPARC). SPARC is a joint venture between Authentic and Simon Property.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData

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

Authentic founder, chairman and CEO Jamie Salter 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 e-commerce, 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.”

Last month, Shein reportedly held talks with UK-based retail company Frasers Group to acquire the online fashion brand Missguided.