Shein has inked a deal with Forever 21’s operator that would allow the fast fashion rivals to distribute each other’s products through both companies’ digital and retail channels, according to a news release Thursday.
Under the deal, Shein will hold a one-third interest in Sparc Group, a joint venture between Forever 21 parent companies Authentic Brands Group and Simon Property Group, and Sparc will become a minority shareholder in Shein.
The partnership allows for increased distribution of Forever 21 to Shein’s customer base, per the companies, and gives Shein the opportunity to test its brand experiences in Forever 21 stores across the United States, including shop-in-shops and return-to-store initiatives.
Source: Retail Dive
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