Mike Ashley’s Frasers Group to sell Missguided to Shein

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. 

City sources said both parties have been in discussions for several weeks about a deal that would likely consist of Missguided’s brand and other intellectual property.

One source said a deal would likely result in a comparable partnership structure between the two giants, however key details and a timeline of the transaction remained unclear.

If successful, this would be Shein’s first acquisition of a British fashion brand.

This comes after Shein was valued at more than $100bn (£81bn) taking its valuation to more than H&M and Zara’s parent company Inditex combined.

Frasers bought Missguided out of administration less than 18 months ago for £20m.

At the time, Frasers Group chief executive Michael Murray said the fashion brand would benefit from “the strength and scale of Frasers Group’s platform and our operational excellence”.