Shein to sell co-branded Forever 21 clothes online

Shein and Forever 21 are slated to unveil a co-branded clothing line after the two retailers launched a joint venture earlier this year that turned the would-be competitors into partners, the companies announced on Friday. 

Under the partnership, Shein will design, manufacture and distribute a line of co-branded Forever 21 apparel and accessories that will be sold primarily on Shein’s website. 

The line will span both men’s and women’s apparel and include new sportswear, activewear and swimwear, the companies said. 

The announcement comes about two months after Shein and Forever 21’s operator Sparc Group inked a deal that saw both companies take a stake in each other’s businesses. 

Under the agreement, Shein acquired about one-third of Sparc Group — a joint venture that includes brand management firm Authentic Brands Group and mall owner Simon Property Group — while Sparc took a minority stake in Shein. 

The partnership has allowed Shein to sell its myriad low-priced apparel at Forever 21’s retail stores, which has helped the company to meet a broader customer base and show off its wares in person. 

Now, Forever 21, which is mostly known for its mall stores, will be able to leverage Shein’s digital prowess and massive customer base to boost its e-commerce capabilities and expand its online footprint.

While the partnership is designed to boost sales for both brands, it also serves larger goals. 

Shein, which is rumored to be exploring a U.S. IPO, has been working to sanitize its reputation and beat back accusations that it uses forced labor in its supply chain, exploits U.S. tariff law and steals designs from independent artists. It is facing increasing pressure from lawmakers and regulators, who…