SHEIN, Authentic Brands strike collaboration with Forever 21

The partnership will set up the Forever 21 x SHEIN collection to all SHEIN platforms.

American-based brand developer Authentic Brands Group (Authentic) and leading online fashion retailer SHEIN have signed a long-term agreement with Forever 21 for the distribution of their primary lifestyle and fashion line.

Under the deal, SHEIN will supervise the design, production and supply of several Forever 21 apparel and accessories, comprising of sportswear, activewear, swimwear and others alike. The collection will help leverage SHEIN’s production pipeline and meet the market demand.

Items from the Forever 21 x SHEIN collection will be released exclusively online in the U.S., parts of Europe and Australia on shein.com, SHEIN online platforms and other SHEIN-affiliated channels.

ALSO READ: SHEIN buys UK-based retailer Missguided

“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,” Jamie Salter, Founder, Chairman and CEO of Authentic, stated.

The partnership followed after SHEIN acquired a one-third interest in SPARC Group (SPARC), the primary operating partner of Forever 21.