Fast fashion retailer Shein has partnered with high-street retailer Forever 21 in a bid to expand its fashion offering.
As part of the partnership, Forever 21 clothing and accessories will be sold on Shein’s website, with the high street retailer also stocking Shein’s items in stores.
According to The Wall Street Journal, Shein will acquire about a third of Forever 21’s operator, Sparc Group. Sparc will also take a minority stake in Shein.
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The deal is expected to expand Forever 21’s distribution on Shein’s global e-commerce platform, which has attracted 150 million online users.
The move “also offers the opportunity to test” Shein product sales and returns in physical Forever 21 stores across the U.S., the companies said in a joint release. However, financial agreements have not yet been disclosed.
The news follows Shein unveiling plans to host around 30 pop-up stores this year, in a continuation of its physical retail strategy.
The e-tailer revealed that pop-up stores are an integral part of its business model, allowing customers to experience products first-hand as well as allowing the brand to engage with consumers.
