Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Shein Keeps Buying Its Rivals

The ultra-fast-fashion giant’s latest acquisition of Missguided and partnership with Forever 21 will grant it access to new customers and distribution channels.
Photo of a Forever 21 store.
Last month, Shein held its first shop-in-shop pop-up in a Forever 21 store inside an Ontario mall, attracting enough shoppers to form a line outside before it opened. (Getty Images)

Forget Shein hauls on TikTok. The fast-fashion giant has its own purchases to show off — acquisitions of competitors.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Shein’s Winding Path to an IPO

Rumours of a public listing have swirled around the e-commerce giant for years, but geopolitical tensions, a volatile stock market and scrutiny from US lawmakers keep postponing the event. Recent reports indicate an end is in sight, however.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

Who Won Fashion’s Red Carpet Season of Change

Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON