Authentic Brands Group Partners with SHEIN to Introduce Forever 21 to Online Retail
Authentic Brands Group Partners with SHEIN to Introduce Forever 21 to Online Retail

Authentic Brands Group (Authentic), a prominent global brand development, marketing, and entertainment platform, has joined hands with SHEIN in a long-term agreement to introduce the Forever 21 brand to key lifestyle and fashion categories for men and women, marking the arrival of the renowned trend and lifestyle brand, Forever 21, on SHEIN.

Under this partnership, SHEIN will take charge of designing, manufacturing, and distributing a range of Forever 21 apparel and accessories, including sportswear, activewear, swimwear, and more. These items, co-branded as Forever 21 x SHEIN, will leverage SHEIN's cutting-edge, on-demand production model, designed to reduce inventory waste. The collection will be exclusively available for purchase on SHEIN's online platforms in the United States, parts of Europe, and Australia, including and other SHEIN-branded retail and digital channels.

This collaboration follows SHEIN's acquisition of approximately one-third interest in SPARC Group (SPARC) in August, a joint venture that includes Authentic and Simon Property Group, and serves as the core operating partner of Forever 21 in the United States. Simultaneously, SPARC became a minority shareholder in SHEIN.

Jamie Salter, Founder, Chairman, and CEO of Authentic, expressed, “SHEIN’s innovative approach to engaging with consumers gives them the ability to deliver trends at speed. With an evolving retail landscape, where digital interaction has become the cornerstone of e-commerce, SHEIN has led the way in redefining how brands connect with consumers. We are excited to partner with SHEIN, as this collaboration perfectly fits into our distribution strategy for the brand’s new key markets.

Donald Tang, Executive Chairman of SHEIN, stated, “We’re thrilled to bring the renowned Forever 21 brand to SHEIN customers using our manufacturing capabilities and online store. Forever 21 and SHEIN share a mission to deliver products that our customers love at an incredible value. This exciting new aspect of our partnership with Authentic furthers our goal of making fashion accessible to all, and we look forward to bringing this to life for our customers.

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