Shein and Pimkie join hands: diabolical pact or clever solution?

French fashion retailer Pimkie is entering into a strategic partnership with Chinese ultrafast-fashion giant Shein. Both parties have much to gain from the deal, but the fashion industry expresses sharp disapproval.

Savior angel?

The collaboration means that Pimkie’s clothing will launch on the Shein platform before the end of this year, making it available in 160 countries. Shein, in turn, will provide logistics services, on-demand production and order fulfillment. The initiative is part of the new “Shein Xcelerator” program, which is being rolled out simultaneously in France, the United Kingdom and China. The Chinese e-commerce giant thus aims to bring more Western brands on board.