Shein Opens Supply Chain to Brands Through Xcelerator Program

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3.12.2026

Quick Facts

Nearly 20 brands using Shein’s Xcelerator program generated $409 million in combined revenue with 190% average sales growth
Missguided is on track for $250 million in revenue within 24 months using Shein’s supply chain
22 European fashion organizations signed a declaration calling for EU legislation to curb Shein’s expansion

Shein launched its Xcelerator program in France, the U.K., and China, allowing brands to access its factory network for production in five to seven days. The program requires participating brands to open stores on Shein’s marketplace.

The initiative follows a pilot phase that began in August 2023. Brands using the program achieved 190% average sales growth in their first year, according to Shein.

Missguided is projected to hit $250 million in online revenue within 24 months through the program. Fashion group Sumwon expects to generate more than $100 million in revenue in 2025 and surpass $1 billion within three years.

French retailer Pimkie partnered with Shein to grow its digital sales from less than 5% of its 150 million euro annual revenue to 100 million euros by 2028. The partnership targets expansion into the U.S., Canada, and Brazil.

“With Shein Xcelerator, we aim to empower brands of every size to achieve their global ambitions,” said Shein executive chairman Donald Tang.

The program launches as rising tariffs on Chinese imports pressure Shein’s retail margins. The company seeks to diversify revenue streams and reduce dependence on volatile trade conditions.

European fashion organizations oppose the expansion. Twenty-two industry groups signed a declaration calling for EU legislation to limit Shein’s growth. They cite concerns that Shein and Temu account for 5% of European sales and 20% of online sales.

“We will do everything to prevent Pimkie from becoming the European showcase for an ethical and environmental disaster,” said Association president Yann Rivoallan.

Shein’s carbon emissions jumped 23% last year to 26 million tonnes, making it fashion’s worst polluter for the second consecutive year. Investigations found factory workers earning £0.03 per item while working 75-hour weeks.

The company plans to expand from 150 factories to 1,000 suppliers in India by mid-2026. Shein generated $38 billion in revenue in 2024, up 23% year-over-year, holding an 18% market share in fast fashion.