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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Both sides agreed to continue extending certain tariff exclusion measures, a ministry spokesperson said.
Outcomes of the recent China-US talks in Kuala Lumpur include US cancellation of the 10-per cent ‘fentanyl tariffs’ and suspension, for another year, the 24-per cent reciprocal tariffs on goods from China, Hong Kong and Macau.
China will make similar adjustments to its countermeasures.
Both sides will continue extending certain tariff exclusion measures.
China will resolve TikTok issues with the US.
The United States will suspend for one year the implementation of a new rule announced on September 29 that expands its ‘entity-list’ export restrictions to any entity that is at least 50 per cent owned by one or more entities on the list.
China will suspend the implementation of relevant export control measures announced on October 9 for a year and will study and refine specific plans, the spokesperson was cited as saying by a state-controlled news agency.
The US side will suspend the implementation of measures under its Section 301 investigation targeting China’s maritime, logistics and shipbuilding industries for a year. China will follow by suspending the implementation of its countermeasures for a year.
In addition, the two sides also reached consensus on issues including anti-drug cooperation on fentanyl, expanding agricultural product trade and the handling of individual cases involving relevant enterprises, the spokesperson said.
China will properly resolve issues related to TikTok with the US side.
Chinese President Xi Jinping said in Busan, South Korea, yesterday that he is ready to continue working with President Donald Trump to build a solid foundation for bilateral ties, and create a sound atmosphere for the development of both countries.
“China and the United States should be partners and friends. That is what history has taught us and what reality needs,” he said.
It is normal for the two leading economies of the world to have frictions now and then, Xi noted.
He called on teams from both sides to work out and finalise the follow-up steps as soon as possible, and ensure that the common understandings are effectively upheld and implemented, to inject confidence into the two countries as well as the global economy through solid deliverables.
Fibre2Fashion News Desk (DS)
Ahead of the official store opening, a ribbon-cutting ceremony was held in front of a cheerful crowd of customers eagerly waiting to step inside. The first 100 shoppers received exclusive gifts, including a gift hamper on purchases of INR 6,000 or more.
Italian fashion brand OVS has debuted in India with a 9,000 square feet flagship store at Pacific Mall, Tagore Garden, Delhi.
The launch featured a ribbon-cutting ceremony, exclusive gifts for early shoppers, and a pop-up tram-themed installation previewing OVS’ Italian style.
The brand aims to blend Italian design, affordability, and sustainability for fashion-conscious Indian consumers.
Spread across 9,000 sq. ft., the new OVS store drew a strong turnout of Delhi shoppers and fashion enthusiasts, who explored the brand’s diverse collections for the first time. From everyday essentials to statement pieces, the store reflects OVS’ mission of making Italian design, modern style, and trend-forward fashion accessible to all.
Ahead of the store launch, OVS unveiled an exclusive pop-up installation inside the mall from 20th September to 21st October designed to offer shoppers a first-hand preview of the brand’s Italian style and design sensibilities. Styled like a vibrant European tram, the experiential space showcased curated apparel from OVS’ latest collections, allowing visitors to interact with the brand and get a sense of its quality and aesthetic.
Reflecting on the global significance of this launch, Carmine Di Virgilio, Global Chief Retail Officer, OVS, said, “India is one of the world’s most exciting fashion markets, and we’re thrilled to bring OVS here. With our blend of Italian design, affordability, and sustainability, we aim to offer style that’s accessible and meaningful. ‘Love People, Not Labels’ is at the heart of what we do, celebrating individuality and connecting authentically with our customers. This launch is an important milestone in our international growth journey and underlines our commitment to serving fashion-forward customers across diverse markets.”
Mr. Sundeep Chugh, Managing Director, OVS India added, “The overwhelming response to our debut in Delhi is a testament to the city’s appetite for international fashion experiences. Our flagship store offers a modern, seamless shopping experience that reflects our Italian roots while catering to the tastes of Indian consumers. OVS will quickly become a trusted name for those who seek quality, style, and value, all under one roof.”
Inside the new store, shoppers can discover an extensive range of offerings, from everyday essentials to premium collections such as OVS mainline, PIOMBO, B.Angel, Les Copains, Utopja, Altavia and BST. Each collection is thoughtfully designed and developed by the OVS design team, combining modern aesthetics with high-quality fabrics to meet the evolving preferences of style-conscious Indian consumers.
Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk (RM)
The MoU envisions investments up to $2 billion across sectors like shipbuilding, ship-breaking, water transport, port infrastructure and sports management, State Minister of Ports Development Nitesh Narayan Rane posted on X.
India’s Maharashtra state recently signed an MoU with Abu Dhabi Ports and the Investment Resource & Presidential Office of Abu Dhabi.
The MoU envisions investments up to $2 billion across sectors like shipbuilding, ship-breaking, water transport, port infrastructure and sports management.
The initiative aligns with Maharashtra’s long-term plan for blue economy-led growth.
The initiative aligns with Maharashtra’s long-term plan for blue economy-led growth.
“It is a proud moment for us as we are developing the maritime ecosystem in the state. The total investment envisaged is ₹56,000 crore, but apart from that there are strategic MoUs in areas of technology and human resources. With these MoUs, we will move towards achieving our aim of making Maharashtra a maritime superpower,” Maharashtra’s Chief Minister Devendra Fadnavis said.
In total, 15 MoUs have been signed in this sector, with the largest allocation of ₹420 billion for the expansion of Dighi Port. JSW Infrastructure Ltd plans to invest ₹3,7.09 billion in expanding its Jaigad and Dharamtar ports.
Further commitments came from Chowgule Group, Synergy Shipbuilders, and Goa Shipyard to set up shipbuilding facilities in the state.
Fibre2Fashion News Desk (DS)
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