Additionally, the intellectual property of Missguided will be licenced to Sumwon Studios, a joint venture formed by Shein and Missguided's founder, Nitin Passi. Sumwon Studios will be responsible ...

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Shein bought the IP for the fashion brand and is set to manage and license Missguided via Sumwon Studios, and will make the items to be sold on both Missguided.com and its own website.