Business Latest | Shein Buying Everlane Actually Makes Perfect Sense by Louise Matsakis

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Shein’s $100 million purchase of Everlane—a U.S. label once famed for “radical transparency”—may seem odd, but it reflects a broader shift among Chinese e‑commerce giants from ultra‑cheap, high‑volume sales to owning recognizable, higher‑end brands. After the U.S. ended the de‑minimis tariff exemption, companies like Shein, Temu’s parent Pinduoduo, Luckin Coffee, and Anta Sports have begun investing in premium label initiatives and acquisitions to sustain international growth and respond to Beijing’s push for sustainable, higher‑value manufacturing. Everlane, despite losing cultural relevance and burdened by debt, still offers a valuable American brand identity that Shein can leverage more efficiently than building one from scratch. This trend signals Chinese firms’ move away from being anonymous factories toward global brand ownership.

Read more: https://www.wired.com/story/made-in-china-why-shein-bought-everlane/

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