Everlane’s sale to Shein is another nail in the coffin for millennial DTC brands
May 18, 2026
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Digiday Media
Shein’s purported acquisition of Everlane isn’t its first attempt to boost its brand credibility. In recent years, it struck a partnership with Forever 21, acquired the U.K. brand Missguided and launched a third-party marketplace. But it's still unclear how all of these efforts will live together.
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