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.
This article is an automatic translation.
Click here to read the original article.
Copyright © 2025 FashionNetwork.com All rights reserved.
The data showed that the decline was driven mainly by weaker domestic exports, with goods produced in the Netherlands down 8 per cent YoY. In contrast, re-exports to the US rose 3.9 per cent during the period. Exports to the US have fallen every month on a YoY basis since July, CBS said in a press release.
Trade flows were influenced by uncertainty around US import tariffs. In the first half of 2025, trade between the two countries continued to grow, possibly as companies advanced shipments ahead of announced tariff measures.
Goods exports from the Netherlands to the United States fell 4.7 per cent YoY to €27.5 billion (~$33 billion) in the first ten months of 2025, driven by an 8 per cent drop in domestic exports, according to CBS.
Re-exports rose 3.9 per cent, while tariff uncertainty weighed on trade.
Imports from the US increased 1.9 per cent to €48.1 billion (~$57.7 billion).
Meanwhile, imports from the United States rose 1.9 per cent YoY to €48.1 billion (~$57.7 billion) in the first ten months of 2025.
Fibre2Fashion News Desk (SG)
The Philippines’ economic growth for the third quarter (Q3) of 2025 has been revised slightly lower, with gross domestic product (GDP) expanding 3.9 per cent year on year (YoY), down from the preliminary estimate of 4 per cent.
Gross national income growth for the quarter was also revised to 5.4 per cent from 5.6 per cent, while net primary income from the rest of the world was adjusted to 16.2 per cent from 16.9 per cent.
The Philippine Statistics Authority has revised down the country’s third-quarter 2025 GDP growth to 3.9 per cent from an earlier estimate of 4 per cent.
Gross national income growth was also lowered to 5.4 per cent, while net primary income from abroad eased to 16.2 per cent.
The PSA said the adjustments reflect its standard, internationally aligned revision policy.
The Philippine Statistics Authority said the revisions were made in line with its approved revision policy, which follows international standards for national accounts updates.
Fibre2Fashion News Desk (HU)
Operating margin improved sharply to 10.8 per cent from 4.4 per cent in FY24, while adjusted EBIT margin increased to 11.4 per cent from 10.7 per cent, marking the third consecutive year of margin expansion. The net income from continuing operations more than doubled to $502 million from $210 million, with adjusted net income rising to $537 million.
Levi Strauss & Co has delivered a strong FY25, with net revenues rising 4 per cent to $6.3 billion and organic growth of 7 per cent, alongside sharp margin expansion and higher profitability.
Q4 saw 5 per cent organic growth, led by Europe, Asia and DTC, which accounted for nearly half of revenues.
The company expects mid-single digit growth and further margin gains in FY26.
Diluted EPS from continuing operations increased to $1.26 from $0.52 in the previous year, while adjusted diluted EPS rose to $1.34 from $1.24. The company generated $530 million in operating cash flow and $308 million in adjusted free cash flow. The company returned $363 million to shareholders during the fiscal, up 26 per cent YoY, LS&Co said in a press release.
In the fourth quarter (Q4) ended November 30, 2025, the company reported net revenues of $1.8 billion, up 1 per cent on a reported basis and 5 per cent organically compared with Q4 FY24. Growth was broad-based, supported by strong momentum in Europe, Asia and Beyond Yoga, alongside high-single digit comparable growth in direct-to-consumer (DTC).
Europe recorded reported revenue growth of 8 per cent and organic growth of 10 per cent, while Asia delivered growth of 2 per cent reported and 4 per cent organically. In the Americas, revenues declined 4 per cent reported but increased 2 per cent organically, with the US business flat on an organic basis. Beyond Yoga continued to outperform, posting reported growth of 37 per cent and organic growth of 45 per cent.
DTC revenues increased 8 per cent on a reported basis and 10 per cent organically, driven by strength across all regions. E-commerce revenues rose 19 per cent reported and 22 per cent organically, with DTC accounting for 49 per cent of total quarterly revenues. Wholesale revenues declined 5 per cent reported and were flat organically.
Operating margin in the quarter was stable at 11.9 per cent, while adjusted EBIT margin declined to 12.1 per cent from 13.9 per cent a year earlier due to tariff-related pressure on gross margins and higher adjusted SG&A expenses. Gross margin stood at 60.8 per cent versus 61.8 per cent in Q4 FY24. Net income from continuing operations was $160 million, with diluted EPS of $0.4 and adjusted diluted EPS of $0.41.
“Over the past few years, we’ve taken bold steps towards becoming a DTC-first, head-to-toe denim lifestyle brand,” said Michelle Gass, president and CEO of Levi Strauss & Co. “We are well on our way toward realising our strategic ambitions. We have narrowed our focus, improved operational execution and built greater agility across the organisation. As a result, we’ve elevated the Levi’s brand and delivered faster growth and higher profitability as reflected by our Q4 and full year 2025 results. While we still have important work ahead, the company is at an inflection point—emerging as a stronger, more resilient global business ready to define the next chapter of LS&Co.”
“We are sustaining our momentum, delivering 5 per cent organic growth in the fourth quarter on top of 8 per cent growth in the prior year. Our success in denim lifestyle has enabled us to expand our addressable market, positioning us for mid-single digit growth in 2026 and beyond,” said Harmit Singh, chief financial and growth officer of Levi Strauss & Co. “Our disciplined approach to converting growth into profitability has improved adjusted EBIT margin again in 2025 for the third year in a row, and we are on track to expand margins further as we strive toward 15 per cent. Our confidence in this trajectory is reflected in a new $200 million ASR program.”
Looking ahead, the company expects mid-single digit revenue growth in fiscal 2026 alongside further adjusted EBIT margin expansion, supported by continued DTC momentum, disciplined cost management and ongoing brand strength, added the release.
Fibre2Fashion News Desk (SG)
Grading Mike LaFleur’s hire, eyeing what’s next for Cards
Trump hopeful of Iran deal after Tehran warns of regional war
ICC responds to Pakistan’s decision regarding T20 World Cup 2026
-
Sports5 days agoPSL 11: Local players’ category renewals unveiled ahead of auction
-
Tech1 week agoThis Mega Snowstorm Will Be a Test for the US Supply Chain
-
Entertainment5 days agoClaire Danes reveals how she reacted to pregnancy at 44
-
Fashion1 week agoSpain’s apparel imports up 7.10% in Jan-Oct as sourcing realigns
-
Sports5 days agoCollege football’s top 100 games of the 2025 season
-
Tech1 week agoICE Asks Companies About ‘Ad Tech and Big Data’ Tools It Could Use in Investigations
-
Fashion1 week agoAustralian wool prices climb again as exporters drive demand
-
Politics5 days agoTrump vows to ‘de-escalate’ after Minneapolis shootings