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Forget about ordering items on Shein online and waiting days or even weeks for your order to arrive; you may soon be able to find those products in stores. No, Shein’s not opening its own brick-and-mortar stores, but it is partnering with Sparc Group, Forever 21’s parent company, to potentially open up shop-in-shops at Forever 21 outlets.
“We look forward to finding new ways to delight our customers through the potential of this partnership,” Shein Executive Director Donald Tang said in a statement shared with the New York Times.
The team-up, which would also allow Forever 21 to sell its clothes on Shein, is part of the Chinese e-comm retailer’s push to expand its reach in the United States.
While Shein is set to acquire one-third of Sparc Group’s shares, Sparc will also become a minority shareholder in Shein.
OK…back up: Although the deal will likely mutually benefit both retailers, Shein’s biggest advantage will be IRL access to its target group: young consumers.
But the brand still faces challenging questions about labor violations and allegedly copying the works of independent designers. The company has taken some steps to address the allegations, starting with categorically denying accusations claiming mistreatment of Uyghurs, a marginalized ethnic group in China. It has also launched incubator programs to support the work of emerging designers and started a resale program.
Shein is no doubt hoping its Gen Z shoppers will vote with their feet.