Frasers Group offloads Missguided brand

30th October 2023 | Jack Oliver

Frasers Group has sold the intellectual property of the Missguided brand to Singapore-based online retailer Shein.

Under the terms of the deal, Shein will acquire Missguided’s brand and trademarks, whilst Frasers Group will retain control of its real estate and employees which have now been incorporated into its fashion division.

Frasers Group said the agreement has enabled “exciting” discussions with Shein and has presented potential opportunities for collaboration across its portfolio.

Michael Murray, CEO of Frasers Group, said: “With I Saw it First and Missy Empire, we now have a foothold in women’s digital-first fashion. Retaining the combined Frasers fashion teams whilst rationalising our portfolio in this space to focus on fewer brands makes a lot of sense in the current climate. We are also excited about the ongoing discussions around further collaboration between Frasers Group and Shein.”

The deal marks the first time Shein has acquired a British fashion brand.

Shein is estimated to worth around $66bn (£53bn). The group is reportedly considering going public in the United States within the next year, and is said to be lining up investment banks to kick off an initial public offering.

Missguided, which was founded in 2009, fell into insolvency in spring 2022 amid increasing losses. It was swooped up by Frasers Group for £20m, beating out a bid from online fashion retailer Boohoo.


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