Frasers offloads Missguided to Shein and eyes Wiggle deal


Frasers Group has sold Missguided’s intellectual property to online fast fashion giant Shein and flagged the potential for future collaboration between the pair.

Frasers offloaded Missguided for an undisclosed sum and said the deal was “in line with its disciplined approach to managing its portfolio of brands”.

Under the terms of the deal, Shein will purchase Missguided’s intellectual property and trademarks. Frasers will keep Missguided’s real estate and retain its employees, who have been integrated into Frasers’ fashion division.

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.