The Children's Place, a well-known American children's clothing brand, announced that it will enter the SHEIN platform

On October 31 , The Children's Place, a well-known children's clothing brand in the United States and the world, announced a groundbreaking partnership with SHEIN, a leading global fashion and lifestyle online retailer, and The Children's Place brand entered the SHEIN platform. Since SHEIN deepened its platform strategy last year, it has accelerated the introduction of global merchants and brands in the United States, Mexico, Brazil and other places, and its globalization and localization have continued to accelerate. According to media inquiries, well-known brands around the world such as French footwear brand Palladium , American trendy toy brand Funko, European home appliance brand Create , Korean home brand Lock&Lock, and Chinese brand Miniso have already entered the SHEIN platform.

Public information shows that The Children's Place owns many omni-channel professional children's brands. Its global sales network includes two online stores and more than 500 stores in North America. It is sold in 15 countries and regions around the world through international franchise partners. The Children's Place's business covers the design, manufacture and sale of fashionable, high-quality and cost-effective clothing, accessories and footwear products. It owns brands such as The Children's Place, Gymboree and Sugar & Jade, which are very popular brands in North America.

As the world's leading online fashion and lifestyle retailer, SHEIN started with its well-known self-owned fashion brand of the same name. Through an innovative flexible on-demand supply chain model, it provides global consumers with fashionable, high-quality and cost-effective products, and helps the traditional clothing manufacturing industry to transform and upgrade digitally. It has become one of the world's four major fashion brands, on par with ZARA, UNIQLO and H&M. According to the latest report from Japanese media, SHEIN's self-owned brand has surpassed its national fashion brand UNIQLO in Japan.

At the same time, SHEIN deepened its platform model last year, introduced more brand products, and promoted the global expansion of more domestic and global merchants. In 2023, SHEIN launched the "Xiyou Gravity" million sellers plan, which will help 10,000 sellers around the world to exceed US$1 million in annual sales in the next three years, and help 100,000 small and medium-sized sellers reach US$100,000 in annual sales. SHEIN also vigorously develops "cross-border e-commerce + industrial belts". According to media reports, more than 300 industrial belt merchants and brands in more than 20 provinces have opened up international markets through the SHEIN platform.

With its unique " own brand + platform" dual-engine model and unique advantages in the fashion field, SHEIN's influence as a global fashion and lifestyle retailer continues to grow. According to the latest data from data analysis website Similarweb, SHEIN has become the most visited fashion website in the world.

The Children's Place 's extensive global network of high-quality young fashion consumers and strong fashion influence are undoubtedly one of the important factors in choosing to cooperate with SHEIN. Claudia Lima-Guinehut, President of The Children's Place, said, "As a children's clothing brand with deep roots in providing excellent value and leading trends, diversification has always been a top priority in the company's omni-channel strategy. Through cooperation with SHEIN, consumers can seamlessly purchase their favorite products on the SHEIN platform, making family consumption easier and more enjoyable."

Claudia Lima-Guinehut said in an interview that SHEIN is a "small Google" where consumers can search and buy a wide range of products from cost-effective shoes to novel holiday gifts. "I would like to compare SHEIN to a search engine. On SHEIN, there is a group of loyal audiences with consumption tendencies who can see your brand and products. (To some extent) SHEIN is even better than Google, because sometimes people have no consumption intention on Google."

According to reports, The Children's Place, known for its high quality and fashion, will first enter the SHEIN US market and will be launched in other SHEIN global markets in stages. Through the cooperation, The Children's Place's brand accumulation and value will be leveraged by SHEIN's strong appeal and innovative digital shopping experience to provide consumers with more convenient services and fashionable, cost-effective children's clothing.

In addition to helping The Children's Place expand its consumer base, Jessica Liu, Vice President of Global Brand Operations at SHEIN, said, "SHEIN continues to be committed to providing users with diverse, high-quality and cost-effective consumer choices. SHEIN will continue to help design and support the global development and growth of more well-known brands like The Children's Place."

SHEIN's influence in the fashion field continues to grow, and major global fashion brands have settled in one after another. According to media inquiries, well-known brands from all over the world, such as French footwear brand Palladium , European home appliance brand Create, American trendy toy brand Funko , Korean home furnishing brand Lock&Lock, and Chinese brand Miniso , have already settled in the SHEIN platform. Brands including The Children's Place have their own independent stores on the SHEIN platform, and the product details interface also has brand logos and store information .

At the same time, SHEIN's own fashion brand matrix is ​​also developing. In August last year, the US Forever 21's parent company SPARC Group announced that SHEIN had acquired approximately one-third of the shares of SPARC Group, which owns many well-known fashion brands covering multiple industries. Subsequently, ABG Brand Group (Authentic Brands Group) announced a long-term strategic cooperation with SHEIN on the Forever 21 brand; at the end of October last year, the British Frasers Group sold its well-known brand Missguided to SHEIN.

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