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Financial details of the deal were not disclosed but Frasers said the transaction had enabled "exciting discussions" with Shein regarding opportunities for potential collaboration across its brand portfolio.
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LONDON (Reuters) -Shein, the China-founded fast-fashion retailer, has bought the Missguided brand from Mike Ashley's Frasers, the e-commerce giant's first purchase of a British brand. Frasers said on Monday Shein would acquire the intellectual property and trademarks of Missguided, while Frasers would retain its real estate and employees which have now been integrated into Frasers' fashion division. Financial details of the deal were not disclosed but Frasers said the transaction had enabled "exciting discussions" with Shein regarding opportunities for potential collaboration across its brand portfolio.