From supply chain to store-in-store, Shein deepens cooperation with Forever21

It is learned that recently, Shein has continued to advance its cooperation with Forever 21. After announcing the opening of its first pop-up store in a Forever 21 physical store in October, Shein announced at the beginning of this month that it had signed a new agreement with Forever 21 to provide design, production, distribution, etc. for Forever 21's new series of clothing.

Last week, Shein once again partnered with Forever 21 to launch a holiday-themed pop-up store in its offline physical store, mainly displaying gifts and home furnishings. In August this year, Shein announced the acquisition of approximately one-third of the shares of SPARC Group, which is the parent company of Forever 21 and a joint venture between Authentic and Simon Property Group.

According to the agreement at the time, Shein and Forever 21 will sell each other's products through their respective online and offline channels, and indicated that the scope of cooperation will be expanded in the future to include other SPARC brands such as Reebok, Eddie Bauer and Aeropostale.

On October 20, Shein officially opened a pop-up store in the Forever 21 offline store located in the Ontario Mills shopping mall in the United States. The event lasted for four days and attracted more than 7,000 customers. In addition to opening pop-up stores, Shein customers can also return items purchased from Shein at more than 400 Forever 21 stores in the United States.

On October 30, Authentic Brands Group announced that it had signed a new agreement with Shein for its fashion brand Forever 21 to launch a co-branded clothing series, which will include sportswear, sportswear and swimwear products, and will be sold exclusively in the United States, parts of Europe and Australia through the Shein website and app.

According to the terms of the agreement, Shein will design, manufacture and distribute the joint clothing series launched with Forever 21, which marks the official expansion of the cooperation between the two parties to the supply chain. It is reported that Shein may also carry out similar cooperation with other clothing brands of Authentic Brands Group in the future.

On November 9, Shein once again announced a new collaboration with Forever 21, launching a holiday-themed pop-up store in Forever 21's physical store in Times Square, New York, offering gifts and home furnishings, and setting up 6 different rooms and interactive games based on different styles.

In May this year, Shein announced its transformation to a platform model, expanded its full range of products, and launched the "Hypergravitational" million sellers plan to recruit more sellers to join. But now, Shein does not seem to be satisfied with expanding the consumer market. By deepening its cooperation with Forever21, Shein hopes to use its own supply chain to deeply bind with other fast fashion brands and form a greater influence in the industry.

Editor✎ Ashley/

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