Mike Ashley’s retail empire Frasers Group is in talks about further tie-ups with Shein after the Chinese fashion giant bought Missguided’s intellectual property and trademarks from it.
Announcing the deal, Frasers boss Michael Murray said the two companies were in talks about further collaborations.
Analysts think that could involve sharing distribution resources or the sale of Frasers brands on the Shein website.
Fashion deal: Shein has bought Missguided’s intellectual property and trademarks
Frasers owns a host of names such as Sports Direct and House of Fraser but Murray said it wanted to focus on fewer brands including online fashion sites I Saw It First and Missy Empire.
Frasers bought Manchester-based Missguided for £20million last summer, and will retain its properties and staff.
Shein has vowed to ‘reignite’ the brand. Missguided gear will be sold on Shein’s website, used by 150m people.
Shein is a staple for many British young women – with prices for tops and dresses from £5.