Chiński gigant e-commerce Shein przejął amerykańską markę odzieżową Everlane, znaną z promowania zrównoważonego rozwoju. Everlane zachowa niezależność, a Shein wykorzysta ją do poprawy wizerunku i napędzenia cross-sellingu. Transakcja opiewa na ok. 100 mln USD.
Der Fast-Fashion-Riese Shein steht kurz vor der Übernahme der US-Marke Everlane. Everlane-Chef Alfred Chang bestätigte die Übernahme, die die finanzielle Lage des Unternehmens angesichts des sich wandelnden Einzelhandelssektors verbessern soll. Everlane soll als unabhängige Marke mit Fokus auf Nachhaltigkeit weitergeführt werden.
Fast-fashion giant Shein has acquired Everlane for an estimated $100 million. The deal signifies a strategic shift for Chinese e-commerce companies moving beyond low-cost production to acquiring established Western brands with perceived quality and ethical credibility.
China's Shein is acquiring Everlane, the retailer known for ethical and sustainable clothing. The deal aims to provide Everlane with financial stability amidst declining sales and mounting debt, though it may alienate core customers.
Everlane, the ethical fashion retailer founded in 2011, has been acquired by L Catterton, a private equity firm. CEO Alfred Chang confirmed the deal in a letter to employees on Friday. The purchase price was not disclosed, and Shein declined to comment.
Fast-fashion giant Shein has acquired Everlane, a brand known for its ethical sourcing and transparency. The deal, which aims to give Shein a stronger US presence and Everlane a financial lifeline, has drawn criticism from Everlane's loyal customer base.
Reports suggest Shein plans to acquire Everlane, a sustainable fashion brand, sparking dismay among advocates. This follows similar trends of brands dropping eco-goals, raising questions about corporate commitment to sustainability versus profit.
Il brand di moda "virtuoso" Everlane, noto per la trasparenza sui prezzi e la sostenibilità, è stato acquisito dal colosso cinese della fast fashion Shein. L'acquisizione evidenzia le difficoltà dei retailer DTC degli anni 2010 nel tradurre messaggi etici in profitti sostenibili.
