The Children’s Place has opened an online storefront on the China-direct app Shein, marking a significant step for both retailers.
Shein opened its online marketplace to third-party sellers in May 2023, but until now most of those merchants have been China-based, non-branded manufacturers. The debut of a branded storefront from a well-known U.S. brand is new for Shein and comes right out of Amazon’s playbook.
The Children’s Place, which operates retail and wholesale divisions for its eponymous brand as well as for Gymboree, Sugar & Jade and PJ Place, has had a rough year. The company narrowly avoided bankruptcy thanks to a capital injection (one that initially took the form of an “unsolicited acquisition of shares”) from the Saudi-based Mithaq Capital in April 2024, which now owns a controlling stake in the business. Then in May, The Children’s Place President and CEO Jane Elfers stepped down; a permanent replacement is still being sought.
The debut of The Children’s Place brands on Shein will provide the company with a new high-profile selling channel on one of the hottest shopping apps of the moment. For its part, Shein gains credibility as the China-based company faces continued scrutiny from U.S. regulators and consumer watchdogs, while also aiding Shein’s apparent aim of dethroning Amazon as Americans’ favorite online shopping platform.
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“As a brand with deep roots in providing exceptional value and trend-forward children’s apparel, diversifying our omnichannel strategies is a top priority,” said Claudia Lima-Guinehut, Brand President of The Children’s Place in a statement. “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.”
“We are thrilled to announce our partnership with The Children’s Place, helping them reach millions of customers around the world by offering their beloved products on Shein’s trusted and innovative global platform,” added Jessica Liu, VP of Global Brand Operations at Shein in a statement. “This collaboration underscores our commitment to offering a wide variety of affordable, high-quality options for shoppers, and we look forward to continuing to integrate renowned brands like The Children’s Place into the Shein shopping experience.”
