{"id":448365,"date":"2025-10-06T10:05:15","date_gmt":"2025-10-06T09:05:15","guid":{"rendered":"https:\/\/www.drapersonline.com\/?p=448365"},"modified":"2025-10-06T10:06:06","modified_gmt":"2025-10-06T09:06:06","slug":"plug-in-to-shein-inside-the-brand-incubator-that-made-one-label-100m-in-a-year","status":"publish","type":"post","link":"https:\/\/www.drapersonline.com\/insight\/the-industry-view\/plug-in-to-shein-inside-the-brand-incubator-that-made-one-label-100m-in-a-year","title":{"rendered":"Plug in to Shein: inside the brand incubator that made one label \u00a3100m in a year"},"content":{"rendered":"
\"\"

Cosmina autumn\/winter 2025<\/p>\n\t

<\/p><\/p><\/div>\n

Imagine launching a fashion brand and immediately being able to plug into the infrastructure of a global mega-business, bypassing many of the challenges that can impact businesses and piggybacking on to the scale and operational efficiencies of a company that already sells in 160 markets.<\/p>\n

This is the solution that global online retailer Shein<\/a> has launched with the aim of helping both new and established fashion brands unlock fast-tracked international growth.<\/p>\n

What is the Shein Xcelerator programme<\/strong><\/p>\n

The Shein Xcelerator programme aims to allow fashion founders to focus on building their brands on the creative side of the business, such as designing trend-setting prod\u00aducts, crafting innovative marketing campaigns and building engaged social media communities, while offering them a suite of direct-to-consumer (DTC) services \u2013 delivered by Shein \u2013 that power the online retail ecosystem, including its product fulfilment systems, on-demand production services and established global sales platform. In short, it aims to remove operational roadblocks so that ambitious, creative businesses can focus on building global brands.<\/p>\n

The Missguided relaunch<\/strong><\/p>\n

The first brand to pilot the programme was British wom\u00adenswear label Missguided. Launched in 2009 by Nitin Passi, Missguided quickly grew to be one of the UK\u2019s most successful fast fashion labels thanks to its unique take on partywear and \u201cgoing out\u201d dresses, but, bruised by the impact of the pan\u00addemic, it fell into administration in 2022. It was bought by Mike Ashley-owned Frasers Group that year, and acquired by China-founded, Singapore-headquartered Shein in 2023.<\/p>\n

Missguided is now licensed by Shein to Passi via his brand house, Sumwon Studios. Under its creative leadership \u2013 and with the back-end support of the Shein Xcelerator pro\u00adgramme \u2013 Missguided has risen again and is on track to generate \u00a3200m in revenue in just two years.<\/p>\n

\"\"

Cosmina autumn\/winter 2025<\/p>\n\t

<\/p><\/p><\/div>\n

Brands can often struggle to turn creative fashion ideas into scalable, shoppable products, whether because of complex cross-border logistics and fulfilment issues, a lack of market insights, or not having sufficiently mature or secure infrastructure to expand their business globally. Shein set up the Shein X programme in 2021 for up-and-coming design\u00aders to launch and manufacture their first collections, and sell them internationally via its online platform. The Shein Xcelerator concept evolved out of this, to help solve the headaches and avoid the obstacles that brands often face as they launch, as well as to give a boost to established fashion businesses that hit hurdles as they strive for growth, by leveraging Shein\u2019s expertise across the value chain.<\/p>\n

The results<\/strong><\/p>\n

A Shein Xcelerator pilot started in August 2023. Nearly 20 brands from around the world have been onboarded includ\u00ading womenswear brand Cosmina, and have achieved close to \u00a3300m in combined revenue, Shein says. It states that many of the brands experienced significant sales growth \u2013 on average of 190% in the first year.<\/p>\n

As well as Missguided\u2019s relaunch, which Shein says gener\u00adated \u00a3200m in revenue within two years, another success has been brand house Sumwon Studios.<\/p>\n

Launched by Missguided founder Passi in partnership with Shein in 2023, it illustrates the intentions of the Shein Xcelerator by bringing together Sumwon Studios\u2019 brand-building expertise with Shein\u2019s services. It has launched streetwear-influenced men\u2019s, women\u2019s and children\u2019s wear collections under the Sumwon label, as well as brands Kizn, Aiirz and Balr, alongside Missguided. The Sumwon brand alone is set to generate more than \u00a3100m in revenue in 2025, says Shein, helping drive the Sumwon Studios group towards a projected \u00a3750m of revenue in its third year.<\/p>\n

Sumwon Studios success<\/strong><\/p>\n

\u201cWith Sumwon Studios, we\u2019ve built a digital-first group with an insights-driven approach to better meet customer demand,\u201d explains Passi. \u201cThe partnership with Shein, particularly its global reach and on-demand production service, has given us the platform to scale quickly and effi\u00adciently. The success of the relaunch of Missguided showcases what is possible when a strong brand identity meets Shein\u2019s scale and operational excellence.\u201d Brands of any size and scale can apply to join the Shein Xcelerator programme, and there are six spaces available in 2025. It says selection focuses on potential and synergy with Shein, as well as elements such as a strong creative identity and brand vision, clear understanding of customers, and the ambition to scale through digital channels.<\/p>\n

The business model is flexible rather than \u201cone size fits all\u201d and can vary from brand to brand. In some cases it may take the form of a joint venture. In others, Shein provides the ser\u00advices while the brand retains full ownership. Looking ahead, Shein plans to expand the Xcelerator programme into addi\u00adtional regions where brands are seeking what it describes as \u201cthe support and speed to scale globally\u201d.<\/p>\n

\u201cWith Shein Xcelerator, we aim to empower brands of every size to achieve their global ambitions,\u201d says Donald Tang, executive chairman of Shein. \u201cThis is a win-win, with systemic impact delivered across the industry: sup\u00adporting creativity, strengthening ecosystems and enabling more brands to thrive worldwide.\u201d<\/p>\n

\n

\u00a0Find out more by emailing xcelerator@sheingroup.com<\/p>\n

sheinxcelerator.com<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Imagine launching a fashion brand and immediately being able to plug into the infrastructure of a global mega-business, bypassing many of the challenges that can impact businesses and piggybacking on to the scale and operational efficiencies of a company that already sells in 160 markets. 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