Fast-fashion retailer Shein has announced a partnership with Forever 21 owner Sparc Group, a joint venture between Authentic Brands Group and Simon Property Group, in a bid to experiment with an in-store presence for shoppers across the US.
Shein said that the partnership will “focus on meeting the needs of customers in the US” and offers an opportunity to “test Shein’s customer-focused experiences” in shop-in-shop formats in Forever 21 stores.
The collaboration will also expand Sparc’s distribution of Forever 21 products as it becomes a minority shareholder in Shein following the announcement.
Shein said that Sparc brings “extensive” experience of the retail sector and the partnership will allow the two to “utilise their complementary platforms” to accelerate product innovation, explore business strategies, enhance the customer experience and expand their presence within the market.
Shein executive vice chair Donald Tang said: “Shein is thrilled to have Sparc Group as a partner and minority shareholder and we look forward to finding new ways to delight our customers through the potential of this partnership.
“The powerful combination of Simon’s leadership in physical retail, Authentic’s brand development expertise and Shein’s on-demand model will help us drive scalable growth and together make fashion more accessible to all.”
Sparc Group chief executive Marc Miller added: “We are excited for the partnership with Shein as it reflects our shared vision of providing customers with unparalleled access to fashion at affordable prices.
“By working together, we will provide even more innovative and trendsetting products to fashion enthusiasts around the world.”
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