Shein buys Missguided brand from Mike Ashley firm | Global News Cast

Shein buys Missguided brand from Mike Ashley firm | Global News Cast
Chinese clothing giant Shein is buying the Missguided brand name from Frasers Group little more than a year after the British firm rescued the business.
Frasers announced that it was selling Missguided's intellectual property and trademarks to Shein.
But it is retaining the real estate as well as Missguided's employees, both of which "have now been integrated into Frasers' fashion division".
Shein pledged to use its e-commerce expertise to "reignite" the brand.
Retail analyst Catherine Shuttleworth said Shein would use Missguided to "increase its foothold in the West and drive sales in the UK".
She said Missguided appealed to a targeted market of younger shoppers, which Shein would be looking to tap into.
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Frasers bought Missguided out of administration last June for £20m.
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