Shein expands Xcelerator initiative to Australia
Fast fashion retailer Shein has launched its Xcelerator program in Australia, aiming to help local brands catapult into international markets.
The initiative, first piloted globally in 2023, has onboarded 20 brands to date. Of those, 15 have established storefronts on Shein’s global online marketplace, generating combined revenues of more than $846 million across all sales channels.
The program has already rolled out in the UK, the US, the Philippines, and France.
Requirements to join the program include a strong e-commerce background, clear business acumen and ambition beyond creative design, and a collaborative mindset for long-term partnership.
Participating brands retain control over their creative direction, operations, and intellectual property. They also gain access to Shein’s operational infrastructure, designed to support faster product development and international scale.
“Australia has a growing community of fashion brands building digital-first businesses with global ambition,” said Cui He, spokesperson for Shein Xcelerator.
“Bringing the Xcelerator initiative to Australia reflects our confidence in that talent and our commitment to supporting fashion brands as they move from local success to international opportunity.”
- Further reading: Shein, online platforms to face ‘year of resistance’ in France.
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