Shein unveils partnership with Forever 21

Shein HQ

Fast-fashion retailer Shein has announced a partnership with Forever 21 owner Sparc Group, a joint venture between Authentic Brands Group and Simon Property Group, in a bid to experiment with an in-store presence for shoppers across the US.

Shein said that the partnership will “focus on meeting the needs of customers in the US” and offers an opportunity to “test Shein’s customer-focused experiences” in shop-in-shop formats in Forever 21 stores.

The collaboration will also expand Sparc’s distribution of Forever 21 products as it becomes a minority shareholder in Shein following the announcement.

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