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Shein Buys Missguided Brand From Britain’s Frasers

Frasers said on Monday, China-founded Shein will acquire the intellectual property and trademarks of Missguided, while Frasers will retain its real estate and employees which have now been integrated into Frasers’ fashion division.
Missguided campaign.
Shein has bought the Missguided brand from Mike Ashley’s Frasers Group, the e-commerce giant’s first purchase of a British brand. (Missguided)

Shein, the China-founded fast-fashion retailer, has bought the Missguided brand from Mike Ashley’s Frasers Group, the e-commerce giant’s first purchase of a British brand.

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