LONDON, UK: Frasers Group has divested the IP of Missguided to SHEIN, in line with its disciplined approach to managing its portfolio of brands. Under the terms of the transaction, SHEIN will acquire the IP and trademarks of Missguided, whilst the Group will retain Missguided’s real estate and employees which have now been integrated into Frasers’ fashion division.

This transaction has enabled exciting discussions with SHEIN around opportunities for potential collaboration across our brand portfolio.

Michael Murray, CEO of Frasers Group, said: “With I Saw it First and Missy Empire, we now have a foothold in women’s digital-first fashion. Retaining the combined Frasers fashion teams whilst rationalising our portfolio in this space to focus on fewer brands makes a lot of sense in the current climate. We are also excited about the ongoing discussions around further collaboration between Frasers Group and SHEIN.”

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