Missguided: Would Shein be unwise to snap up Frasers’ fashion gamble?

Missguided store front

As news emerged that retail tycoon Mike Ashley is in talks to sell Frasers-owned Missguided to fast-fashion giant Shein, Retail Week looks at what Missguided would add to Shein’s portfolio and why Frasers is letting go of the brand after only acquiring it two years ago

Why is Shein interested in Missguided? How does Missguided fit into Shein’s brand portfolio? And what does this mean for Frasers? 

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