Shein Buys Missguided, Ushering in 'New Format of Partnerships'

Digital fast fashion retailer Shein has acquired UK women's retailer Missguided from Frasers Group. Frasers Group acquired Missguided just a little over one year ago after the brand entered administration, the UK version of bankruptcy. Missguided has been under pressure for several years, first falling into financial difficulties in late 2021 when it was saved