The Children’s Place opens digital storefront on Shein
A struggling children’s apparel retailer is partnering with a rapidly growing Chinese-founded and Singapore-based shopping app.
The Children’s Place is now selling its apparel directly to users of the global on-demand fashion app Shein. The collaboration offers product assortments and limited-time promotions aimed at families with children.
Currently, The Children’s Place storefront is available to U.S. Shein customers and will soon be made available globally in a phased roll-out. The partnership is somewhat of a departure from normal business practices for Shein, which mostly offers Shein-branded, affordable apparel and accessories from a global network of vendors.
However, this new Children’s Place deal also comes following a recent executive action from President Biden that makes shipments worth less than $800 from China (representing the majority of Shein imports) no longer eligible for a special U.S. customs exemption.
"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. "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. This collaboration reflects our commitment to making shopping effortless, accessible, and exciting for today's families."
The new mobile commerce push comes as The Children’s Place has been struggling financially. In May 2024, president, board member and CEO Jane Elfers, who had led the company since 2010, departed under "mutual agreement."
And in April 2024, The Children’s Place received a second loan from its majority shareholder, Mithaq Capital SPC. Since February 2024, the retailer has received at least $168.6 million in funding from Mithaq, composed of the recent $90 million term loan and a previously announced $78.6 million in interest-free, unsecured and subordinated term loan funding.
[READ MORE: Children’s Place boosts liquidity with additional funding from Saudi investing firm]
"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," said Jessica Liu, VP, global brand operations at Shein. "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."
The Children's Place is an omni-channel children's specialty portfolio of brands. Its global retail and wholesale network includes two digital storefronts, more than 500 stores in North America, wholesale marketplaces and distribution in 15 countries through five international franchise partners.
