Global online fashion and lifestyle retailer SHEIN has launched its SHEIN Xcelerator program in the Middle East, aiming to help regional fashion brands scale internationally through access to its production, logistics and global distribution network.
The expansion marks the latest phase of the initiative’s international growth after its rollout in the United Kingdom, United States and Australia.
According to SHEIN, the Middle East has emerged as a significant fashion and retail hub, driven by a young consumer base, high levels of digital adoption and a growing creator economy. The company cited projections showing that the apparel and footwear markets in Saudi Arabia and the UAE are expected to reach US$23 billion and US$19 billion respectively by 2026.
The SHEIN Xcelerator program offers direct-to-consumer solutions including product fulfilment, on-demand production services and access to SHEIN’s global sales platform. The initiative is designed to help fashion businesses expand their market reach while retaining control over their creative direction and business operations.
Dubai-based SUMWON Studios, the fashion group behind MISSGUIDED and SUMWON, is among the first Middle Eastern companies to join the program. The company reported annual revenue exceeding US$350 million in 2025 and is targeting further growth in the coming years.
Nitin Passi, CEO of SUMWON Studios and founder of MISSGUIDED, said, “We’ve built a digital-first team using an insight-driven approach to better meet customer needs. Our partnership with SHEIN allows us to scale efficiently while solving one of fashion’s core challenges: aligning supply with real-time demand.”
Andrew Liu, Head of Business Development at SHEIN, said, “The Middle East represents a critical step in the expansion of SHEIN Xcelerator. We are committed to supporting distinctive brands, by combining their creative strengths with our supply chain, logistics and distribution capabilities.”
SHEIN said that since the launch of Xcelerator in August 2023, the program has onboarded 20 brands globally and generated more than US$580 million in cumulative revenue by the end of 2025. Participating brands recorded an average first-year sales growth of 190%, according to the company.
