Frasers Group to sell Missguided to Shein

Missguided Bluewater Kent

Mike Ashley’s Frasers Group is in talks to sell Missguided to Chinese online giant Shein, Sky News reported.

Less than 18 months after Missguided was bought out of insolvency, Frasers Group is in detailed negotiations to sell the clothing label to Shein, now headquartered in Singapore. 

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few moments before your account is updated.