Frasers plans further collaborations with Shein after the Chinese giant buys Missguided

Mike Ashley’s retail empire Frasers Group is in talks for further collaborations with Shein after the Chinese fashion giant bought Missguided’s intellectual property and brands from him.

Announcing the deal, Frasers boss Michael Murray said the two companies were in discussions about further collaborations.

Analysts believe this could include sharing sales resources or selling Frasers brands on the Shein website.

Fashion deal: Shein has bought the intellectual property and brands of Missguided

Frasers owns a variety of names such as Sports Direct and House of Fraser, but Murray said it wanted to focus on fewer brands, including online fashion sites I Saw It First and Missy Empire.

Frasers bought Manchester-based Missguided for £20m last summer and will retain its property and staff.

Shein has vowed to revitalize the brand. Missguided gear is sold on the Shein website and used by 150 million people.

Shein is a staple for many young British women – with prices for tops and dresses starting from £5.