Shein, Forever 21 Promise ‘New Era of Digital Access’ as Partnership Takes Shape

Shein will make and sell Forever 21 apparel on its digital platforms.

The recently announced joint venture between Forever 21 and Shein is coming to life — in the form of a Forever 21-branded line of men’s and women’s apparel that will be designed, manufactured and sold on Shein.

In August, Shein acquired an approximately one-third interest in SPARC Group, a joint venture that includes Authentic Brands Group and Simon Property Group, and is the core operating partner of Forever 21 in the U.S. At the same time, SPARC became a minority shareholder in Shein.

In addition to the new long-term agreement for Forever 21 apparel, Shein also hosted a pop-up in a Forever 21 store in California earlier this month that drew more than 7,000 visitors.

“Forever 21 is globally renowned as one of the original trendsetting fashion retail brands,” said the companies in a press release announcing the new deal. “Shein is a leading, digital-first e-retailer that recently launched Shein Marketplace in regions including the U.S. By combining their respective strengths and resources, these two brands are poised to usher in a new era of digital access.”

Shein to Manufacture and Sell Exclusive Collection of Forever 21 Apparel

Under the new apparel deal, Shein will design, manufacture and distribute a line of Forever 21 apparel and accessories, leveraging Shein’s on-demand production model to help reduce inventory waste. The line will be co-branded as Forever 21 x Shein and will include a selection of sportswear, activewear and swimwear that will be sold exclusively on Shein’s digital platforms in the U.S., Australia and parts of Europe.

“Shein’s innovative approach to engaging with consumers gives them the ability to deliver trends at speed,” said Jamie Salter, Founder, Chairman and CEO of Authentic in a statement. “With an evolving retail landscape where digital interaction has become the cornerstone of ecommerce, Shein has led the way in redefining how brands connect with consumers. This collaboration perfectly fits into our distribution strategy for the brand’s new key markets.”

“Forever 21 and Shein share a mission to deliver products that our customers love at an incredible value,” added Donald Tang, Executive Chairman of Shein in a statement. “This exciting new aspect of our partnership with Authentic furthers our goal of making fashion accessible to all and we look forward to bringing this to life for our customers.”