Authentic Brands Group (Authentic), a global platform specializing in brand development, marketing, and entertainment, has entered into a long-term agreement with SHEIN, an online fashion and lifestyle retailer. The deal involves the incorporation of Forever 21, a leading trend and lifestyle brand, into SHEIN’s online retail platforms.
Under the terms of this partnership, SHEIN will take on the design, manufacturing, and distribution of a new Forever 21 line that will include various categories such as sportswear, activewear, and swimwear. This co-branded line, named Forever 21 x SHEIN, will utilize SHEIN’s on-demand production model, which aims to minimize inventory waste. The collection will be exclusively available on SHEIN’s online platforms in the U.S., select European countries, and Australia.
This collaboration follows SHEIN’s recent acquisition of a roughly one-third stake in SPARC Group (SPARC), a joint venture that includes Authentic and Simon Property Group. SPARC is the core operating partner of Forever 21 in the U.S. Concurrently, SPARC has become a minority shareholder in SHEIN.
Jamie Salter, Founder, Chairman, and CEO of Authentic, stated, “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.”
Donald Tang, Executive Chairman at SHEIN, added, “We’re thrilled to bring the renowned Forever 21 brand to SHEIN customers using our manufacturing capabilities and online store. 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.”
Forever 21 has a global reputation as a trendsetting retail brand, while SHEIN is a digital-first e-commerce platform that recently launched the SHEIN Marketplace in regions including the U.S. According to a report, SHEIN has been gaining significant market share in the fast-fashion sector. Earlier this month, SHEIN hosted its inaugural pop-up within a Forever 21 store at the Ontario Mills shopping center, attracting over 7,000 visitors.
