Shein explora compras y alianzas para impulsar su crecimiento

Fast fashion platform Shein is exploring acquisitions and partnerships to fuel its growth, navigating the challenges posed by regulatory scrutiny in the United States and Europe over its China-based supply chain. Just days after its debut on the Hong Kong stock market, and following years of failed attempts to launch in New York and London, sources close to the company tell Bloomberg that Shein is positioning itself as the Amazon Web Services (AWS) of the fashion industry.

AWS, a cloud computing division of e-commerce giant Amazon, provides a cloud-based platform that serves as the backbone for many companies' websites. Shein is offering the same service to various fashion brands, both emerging and established, by leveraging its network of over 7,500 manufacturers in China. During investor meetings, company executives disclosed plans to acquire other brands, particularly those in operational distress or facing difficulties scaling, integrating them into their manufacturing structure while preserving their design and marketing teams.

Shein targets brands generating an average order value of around $100 per customer, double the amount spent by its current buyers. The company already owns around twenty brands, including American Everlane, which it purchased this year for $80 million to capitalize on the struggling brand's financial woes. However, the deal led to investigations by U.S. authorities.

Some experts believe Shein is also seeking to improve its image, as Everlane's identity is built around transparency and sustainability, while Shein has been embroiled in accusations of environmental and labor impacts, selling illegal products, or deceptive business practices. With these concerns in mind, Shein is no longer focused on becoming a digital marketplace like Amazon or Temu, despite the segment contributing 14% of its revenue, due to concerns over quality control and sales of prohibited items, such as child-like sexual dolls, which threatened a ban in France.

One of the aspects that most concerns investors ahead of the company's IPO next week is its growth model, which now faces tariffs and fees on small packages in the U.S. and Europe. Bloomberg reports that Shein has raised HK$13.6 billion ($1.5 billion) after setting the initial public offering price and selling 280 million shares at HK$48.56 each. The debut of the stock is expected on September 1st.