Now Shein has partnered with Reliance Retail and will operate through the retail arm of Mukesh Ambani’s Reliance Industries to tap one of the fastest growing high fashion markets globally.
Nearly three years after being banned in India, Chinese online fast fashion brand Shein is re-entering India in partnership with the country’s leading retailer Reliance Retail, industry sources said.
Shein was one of the apps that was banned by the Ministry of Electronics and Information Technology in June 2020 after tensions with China escalated over the Himalayan borders.
Now Shein has partnered with Reliance Retail and will operate through the retail arm of Mukesh Ambani’s Reliance Industries to tap one of the fastest growing high fashion markets globally.
An e-mail sent to Reliance Retail regarding the development did not elicit any response till the time of writing the story.
Sheen, which is facing scrutiny in some markets as US over-sourcing, will make use of the opportunities available here. The source said it would be sourcing for Sheen’s global operations for the Middle East and other markets.
Reliance Retail, which has a huge portfolio of fashion brands in its kitty, will also benefit.
As part of the agreement, Shein can access Reliance Retail’s sourcing capabilities, warehousing and logistics infrastructure as well as the retailer’s vast portfolio of online and offline stores.
Established in 2008, Shein is known for its affordable pricing and is popular among millennials for its trendy womenswear and other apparel.
it was Banned by the government with 59 appsWhich said at the time that these platforms were a “threat to sovereignty and integrity”.
However, Sheen’s products were available in the online market through e-commerce platforms such as Amazon. These issues were also placed before the Delhi High Court.