Fast fashion brand Shein has launched its global brand incubation programme Xcelerator in the UK.

The retailer said Xcelerator is the “latest evolution” of its Shein X programme, which began in 2021, for up-and-coming artists and designers looking to launch their first few collections. Shein said that since its launch, Shein X empowered “thousands of designers around the world”.

Xcelerator is able to provide customers a “suite of direct-to-consumer services” such as product fulfilment, on-demand production services, and Shein’s global sales platform.

Brands already using the Xcelerator platform include Missguided, Sumwon Studios, Arc by Sigmas, Cosmina and Athiral. Shein also announced that French brand Pimkie has joined the programme as of today.

Shein executive chairman Donald Tang said: “With Shein Xcelerator, we aim to empower brands of every size to achieve their global ambitions. This is a win–win, with systemic impact delivered across the industry: supporting creativity, strengthening ecosystems, and enabling more brands to thrive worldwide.”

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