Fashion
Pimkie partners with Shein to grow online business
Translated by
Nicola Mira
Published
September 16, 2025
In spring, when Shein’s French subsidiary announced it was setting up a programme to support French designers and brands, by putting at their disposal some of the Singapore-based Chinese fast-fashion giant’s assets, many wondered which type of player would be willing to join forces with a highly criticised e-tailer like Shein. On Tuesday, Shein has revealed the first participants of the Xcelerator programme, now officially deployed in France, the UK and China. The programme caters both to emerging designers, providing support for launching their brands, and to established names, to which it offers solutions for expanding their e-tail business and extending their international presence.
In terms of designers, Shein has said it will help Mathilde Lhomme set up and grow her Overblush label. “It’s a truly significant opportunity for me. I’m really very proud to be the first young French designer to join the platform. I’ve started working with [Shein’s staff] and I was able to travel to China to choose my fabrics,” said Lhomme. She added that she is setting up her own team, while Shein is supporting her in manufacturing and distribution. Lhomme seems an obvious choice for Shein. She was one of the first designers to be talent-spotted through the SheinX programme in 2021, and her joining the new programme is a logical outcome.
Instead, the collaboration between Shein and Pimkie is like a thunderbolt striking the French fashion retail landscape. By the end of the year, Pimkie products will be available on Shein’s marketplace, as Pimkie has decided to partner with Shein to grow its online business.
Pimkie products on sale in 160 markets
“I’m delighted to announce that Pimkie will soon be online on the Shein website,” said Salih Halassi, CEO of the French fashion retailer he acquired in early 2023, speaking to the media on Tuesday.
“We are turning the business around, and we expect to balance the books in 2026, when our EBITDA will have gone from minus €40 million to zero euro. But e-tail is a grey area for us, accounting for less than 5% of revenue. I believe a physical retailer cannot survive without a robust online business. Creating a joint venture with Shein to develop a strong digital presence means committing to the company’s long-term success. We will have access to 160 markets, to on-demand manufacturing solutions and to a supply chain that will enable our digital business to account for a 30% revenue share in three years,” he added.
Results-wise, Pimkie is currently forecasting a revenue of €150 million for 2025, and is targeting €300 million in 2028. Its online business would therefore be set to grow from the €7 million it generates today to nearly €100 million. It also means that Halassi is prioritising this opportunity despite the reputational risk of associating with an e-tailer with a tarnished image, one whose practices are regularly criticised by the textile and apparel industry both in France and Europe.
As for Pimkie’s stores, Halassi is convinced that opting for a digital partner will not change the brand’s physical retail strategy.
“I’m interested in making Pimkie a success. We must look at the future through a digital perspective, and Shein will ensure guaranteed access to the global market,” said Halassi.
Pimkie currently operates brick-and-mortar stores only in France and in the country’s overseas territories.
“Physical retail of any kind can thrive if it has a digital counterpart, accounting for up to 30% of the business, if you look for example at Inditex. Pimkie has 200 stores and 750 employees. We opened 20 stores last year, and further openings are on the cards,” he added.
Issues remain: While Pimkie will keep control of intellectual property rights and handle product design internally, planning to hire about 50 new staff to manage its assortment on Shein, the French brand will be relying on the e-tailer’s on-demand manufacturing organisation, selling products that are different from its in-store range, and doing so at more aggressive prices. It will therefore have to manage two parallel manufacturing streams, at least during the first few seasons, and monitor its French customers’ reactions. Hoping of course that growth rates will keep up with forecasts.
“With Pimkie and Salih, our goal is to achieve 190% online sales growth in the first year,” said Quentin Richard, head of communications for Shein in France. Why this figure? Shein said it has run a test for nearly two years, working with some 20 brands of different sizes.
“These brands have benefited from our support in on-demand manufacturing services and order management, and have had access to 160 countries,” said Richard.
“In two years, they achieved an aggregate revenue of €340 million, their online sales growing on average by 190% in the first year,” he added.
It must be noted that the lion’s share of this business has been driven by a big name in British fashion retail, Missguided, which has partnered with Shein. Richard said that Missguided generated a revenue of €230 million in two years. In 2023, Nitin Passi, a former Missguided executive, set up a joint venture with Shein Sumwon Studios, whose flagship brand Sumwon is widely available on Shein.
Shein did not wish to indicate how much it has invested to develop the Xcelerator programme, but said it is a profitable initiative, while most of the group’s business interests remain focused on its eponymous brand. Pimkie’s products are set to be available on Shein by the end of the year. The Asian giant, which claims to have tens of millions of customers in Europe but did not provide any revenue data, might well announce new partners soon.
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Fashion
India approves $595 mn cotton mission as supply tightens
The Union Cabinet chaired by Indian Prime Minister Narendra Modi approved the Mission for Cotton Productivity for the period 2026–27 to 2030–31 to address declining growth, productivity bottlenecks and quality concerns in India’s cotton sector.
India approved a $595 million cotton productivity mission for 2026-31 to boost yields, quality and self-sufficiency amid rising cotton and yarn prices, tight domestic supply, and higher exports.
The plan focuses on better seeds, modern farming, traceability and processing, targeting higher output, improved productivity, and stronger global competitiveness.
The move comes as cotton yarn prices in key textile hubs such as Tiruppur and Mumbai have climbed sharply in recent days after cotton prices rose by ₹2,000-3,000 per candy. Traders said spinning mills were forced to raise yarn prices to offset higher raw material costs, while domestic supply remained limited because mills were increasingly prioritising exports. According to trade sources, Indian spinning mills are currently exporting nearly 60 per cent of their cotton yarn production compared to around 30 per cent a few months ago, tightening availability in the domestic market.
Against this backdrop, the government’s cotton mission aims to strengthen long-term self-sufficiency and global competitiveness in the sector under the 5F vision—Farm to Fibre to Factory to Fashion to Foreign.
The mission will focus on development of high-yielding, climate-resilient and pest-resistant cotton seeds, along with expansion of modern cultivation techniques such as High-Density Planting System (HDPS), closer spacing, integrated cotton management, and promotion of Extra Long Staple (ELS) cotton.
The government also plans to improve cotton quality through capacity building and modernisation of ginning and processing factories, alongside adoption of best processing practices. Cotton testing infrastructure across the country will be upgraded with modern and accredited facilities to support standardised quality assessment and global benchmarking.
A major component of the programme will be strengthening branding and traceability initiatives under Kasturi Cotton Bharat to position Indian cotton as a premium and sustainable fibre in global markets.
The mission additionally seeks to empower farmers through digital integration of mandis, enabling transparent price discovery, direct market access, and better price realisation through e-platforms.
The programme also includes promotion of cotton waste recycling and circular economy practices, while supporting diversification into other natural fibres such as flax, ramie, sisal, milkweed, bamboo, and banana to complement cotton production and align India’s textile sector with evolving global demand trends.
The mission will be implemented jointly by the Ministry of Agriculture and Farmers Welfare and the Ministry of Textiles. It will involve 10 institutes of the Indian Council of Agricultural Research (ICAR), one institute under the Council for Scientific and Industrial Research (CSIR), and 10 centres of the All India Coordinated Research Project (AICRP) on Cotton operating across major cotton-growing states.
Initially, 140 districts across 14 states will be covered through collaboration between state agriculture departments and ICAR. Around 2,000 ginning and processing factories will also be brought under the programme.
The government aims to increase cotton production to 498 lakh bales of 170 kg each by 2031 and raise lint productivity from 440 kg per hectare to 755 kg per hectare. Around 3.2 million farmers are expected to benefit from the initiative.
The mission also targets reducing cotton trash content to below 2 per cent under Kasturi Cotton Bharat certification and traceability initiatives, reinforcing India’s ambition to build a cleaner, premium-quality and globally competitive cotton ecosystem.
Fibre2Fashion News Desk (KUL)
Fashion
ASEAN manufacturing momentum eases in April amid rising cost pressures
Growth in output and new orders softened, with production nearing stagnation. New orders rose at the slowest pace in eight months, while export orders declined for a second straight month, reflecting a weaker trade environment, S&P Global said in a press release.
ASEAN manufacturing growth slowed in April, with the S&P Global Manufacturing PMI falling to a nine-month low of 50.7.
Output and new orders weakened, export sales declined further, and employment fell for the first time in eight months.
Supply chain pressures and rising operating costs intensified inflation.
Despite weaker momentum, firms remained optimistic.
Supply-side constraints intensified during the month. Delivery times lengthened to a 17-month high as firms increased purchasing activity, putting pressure on supply chains. As a result, inventories of both inputs and finished goods declined, indicating firms relied on existing stocks to meet demand.
Employment conditions also weakened, with staffing levels falling for the first time in eight months, albeit marginally. Meanwhile, backlogs of work continued to rise, suggesting capacity pressures persist.
Inflationary pressures strengthened further. Input costs rose at the fastest pace since March 2022, prompting firms to increase output prices at the sharpest rate in 49 months.
Maryam Baluch of S&P Global Market Intelligence said ASEAN manufacturing remained in expansion territory in April, though growth momentum weakened as output neared stagnation, demand softened, exports fell faster, and employment declined. She noted that price pressures intensified further amid rising operating costs.
“While manufacturing firms in the ASEAN region remain optimistic about continued production growth in the coming year, the overall trajectory will remain dependent on external factors, notably the ongoing conflict in the Middle East, which is also shaping the inflation picture,” added Baluch.
Fibre2Fashion News Desk (SG)
Fashion
Moody’s raises Vietnam’s outlook to ‘positive’ from ‘stable’
Affirming its ’Ba2’ rating, the agency said Vietnam’s institutional quality and governance were improving due to administrative, legal, and public sector reforms implemented since late-2024, and downside risks from US trade measures had eased compared with what was expected earlier.
Moody’s Ratings recently raised its outlook on Vietnam to ‘positive’ from ‘stable’, citing rising confidence in the country’s ability to strengthen its credit profile over the medium term.
Affirming its ’Ba2′ rating, it said Vietnam’s institutional quality and governance were improving due to reforms implemented since late-2024, and downside risks from US trade measures had relatively eased.
Moody’s emphasised that the country’s growth potential continues to be a primary anchor for its credit profile. This is supported by a diversified export base, recovering domestic demand and robust foreign direct investment (FDI) inflows, all of which provide a solid foundation for macroeconomic stability.
Vietnam has demonstrated a high degree of adaptability to global volatility like fluctuating energy prices, rising shipping costs and inflationary pressures stemming from geopolitical tensions. This resilience is underpinned by a stable economic foundation, a positive external balance and a highly diversified trade structure, it noted.
However, risks within the banking system, vulnerabilities in the real estate market and lingering institutional bottlenecks continue to serve as hurdles for a potential rating upgrade in the future, the rating agency cautioned.
Fibre2Fashion News Desk (DS)
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