One of the biggest challenges fashion brands face today is unreliable supply chains and inventory management to accurately meet customer demand and expectations. These barriers are especially intimidating when brands are looking to expand internationally — operational missteps can often lead to growth stagnation.
To help brands overcome this recurring challenge, Shein launched its Xcelerator program in September 2025. The program was initially launched in France and the U.K. — and now is expanding to the U.S. for brands looking to take the next step in their growth journey.
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With an operational model to drive shared, commercially aligned growth, the brand accelerator was created to allow both emerging and established fashion brands to scale globally by tapping into the global e-commerce retailer’s supply chain, from on-demand production services, to fulfillment capabilities and its global DTC platform of millions of customers from more than 160 countries.
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Combined with flexible partnership structures, this approach allows founders to navigate growth challenges and scale efficiently while maintaining creative control and operational flexibility. Brands also maintain full ownership of their strategic decisions.
“Shein Xcelerator turns creative vision into scalable growth by removing operational complexity, allowing brand partners to grow boldly, efficiently and with significantly less risk,” said Anqi Xu, head of North America for Shein Xcelerator. “For U.S. brands aiming to compete on the global stage, the program delivers the tools, infrastructure, as well as expert guidance, all as-a-service, empowering them to accelerate growth and make strategic investments with confidence.”
Through the newly launched program, founders stay focused on the creative and brand-building sides of their company while simultaneously leveraging operational infrastructure that often hinders growth. Notably, recent participants have seen strong momentum with successful brand relaunches and rapid international expansion.
For both legacy and next-generation fashion businesses, Shein has delivered strong commercial outcomes. Since the pilot launched in August 2023, nearly 20 brand partners globally have joined the Xcelerator program and generated a cumulative revenue of more than $580 million across all points of sale, including Shein*.
One of the early program success stories comes from U.K.-based fashion brand Missguided. Founded in 2009 by Nitin Passi, the company went into bankruptcy after it faced pandemic-related supply chain setbacks. The IP was bought by Shein and then licensed to Sumwon Studios, a joint venture between Passi and Shein.
Leveraging Shein Xcelerator’s on-demand production services, Passi noted that the partnership enables Sumwon to “launch more skus with less inventory, react in real time, and operate far more efficiently,” supporting the successful relaunch and scaling of Missguided.
“The biggest challenge for brands is that supply is fundamentally disconnected from demand,” Passi explained. “Traditional supply chains are too slow. Long lead times force brands to over-commit on inventory. By the time products land, customers have moved on. The result is markdowns and waste. Shein Xcelerator allows us to bridge that gap, scaling to over 160 countries in just two years while keeping stock cover lean.”
Missguided, with its already established following and its new model with Sumwon Studios, has seen more than $210 million in revenue for 2025 and is expected to grow to $400 million in revenue by 2027. The Missguided expansion enabled by the accelerator has scaled the brand to more than 160 countries in two years.
“We believe the future belongs to brands that put customers first while accelerating growth. By leveraging an agile on-demand supply chain service, global reach, real-time customer insights and hands-on partnership support, Shein Xcelerator empowers brands to build relevance, resilience and lasting success — from concept to global impact,” said Donald Tang, executive chairman of Shein.