"Shein buys Missguided brand from Mike Ashley firm", October 30 2023

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.

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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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...[Shein] has attracted controversy. In May, a group of US lawmakers called for Shein to be investigated over claims that people from China's mostly Muslim Uyghur population were used as forced labour to make some of the clothes it sells. In response, Shein told the BBC: "We have zero tolerance for forced labour"

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After suffering from supply chain issues, rising freight costs and increasing competition from rivals, Missguided fell into administration in May 2022 before being bought

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