The Children’s Place has launched an online storefront through fast fashion giant Shein’s platform, according to a press release Thursday.
The partnership allows The Children’s Place to distribute products through Shein. In the release, The Children’s Place positioned the deal as a way to reach a broader audience and diversify its omnichannel strategy.
“Our partnership with Shein allows us to seamlessly meet customers where they are — on digital platforms — delivering the convenience, value, and satisfaction they expect from us,” Claudia Lima-Guinehut, brand president of The Children’s Place, said in the release. “This collaboration reflects our commitment to making shopping effortless, accessible, and exciting for today’s families.”
Since its launch, Shein has become known for its low prices and a business model that churns out trendy clothes based on consumer demand. The Children’s Place merchandise on Shein is priced from $6.89 to $71.96, with some items listed as having a discount below the list price and free shipping.
Shein is working to integrate more established brands onto its platform.
Last year, Shein inked a partnership with Forever 21 that allowed both brands to distribute each other’s products. Partnerships like this can give Shein more credibility in the U.S., an analyst said at the time of the deal, since its business model and practices have come into question by various regulatory and legislative agencies.
Last month, Shein also launched its first credit card with Mexico-based startup Stori.
Meanwhile, The Children’s Place has undergone several major changes this year. In February, it accepted a new majority investor, Mithaq Capital, days after the retailer said it was considering strategic alternatives to shore up liquidity.
Then, in May, longtime CEO Jane Elfers left the company. In the months since, The Children’s Place has been under the interim leadership of Muhammad Umair of Mithaq Capital.
The Children’s Place reported Q2 earnings in September, in which it saw net sales fall 7.5% to $319.7 million. The company attributed the dip to a decrease in e-commerce as it “proactively rationalized its unprofitable promotional strategies, inflated marketing spend and ‘free shipping’ offers to significantly improve profitability, which was successful during the second quarter.”
