Frasers Group offloads IP of women’s fashion brand

Shirebrook-based Frasers Group has sold the intellectual property of women’s clothing and fashion brand Missguided to SHEIN.

The deal will see SHEIN will acquire the IP and trademarks of Missguided, with Frasers keeping hold of its real estate and employees, which have now been integrated into Frasers’ fashion division.

Michael Murray, CEO of Frasers Group, said: “With I Saw it First and Missy Empire, we now have a foothold in women’s digital-first fashion. Retaining the combined Frasers fashion teams whilst rationalising our portfolio in this space to focus on fewer brands makes a lot of sense in the current climate.

“We are also excited about the ongoing discussions around further collaboration between Frasers Group and SHEIN.”

The management of Frasers Group were advised by intellectual property partner, Esther Kirwan, at Clarion.