Shein previously rolled out the Xcelerator to the UK, US and Australia. It says the Middle East is one of the “world’s most dynamic and influential fashion markets”.
Shein’s Xcelerator programme offers fashion brands fulfilment, on-demand production, and access to its sales platform, while keeping full control over their creative direction, strategic priorities and operational decisions.
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With apparel and footwear in Saudi Arabia and the UAE expected to reach $23bn in 2026, Shein says its Xcelerator programme is arriving at a pivotal time for fashion brands in the region.
Some of its first partners in the Middle East include SUMWON Studios, a Dubai-based brand with $350m in annual revenue. It hopes to scale to $1bn, with the help of Shein’s scheme.
“Our partnership with Shein allows us to scale efficiently while solving one of fashion’s core challenges: aligning supply with real-time demand,” explains Nitin Passi, CEO at SUMWON Studios.
Passi also founded the Missguided brand, which relaunched under the Xcelerator programme. The brand is now on track to generate £200m in revenue within just two years.
New study highlights decline of micro-trends
Shein has also shared the results of a new survey that shows young UK consumers are prioritising value over impulse buys.
The online retailer surveyed 10,000 UK consumers, mostly aged between 18 and 34, about their shopping habits.
Most (71%) respondents said price was the most important factor when choosing fashion online, followed by the variety of styles and quality for the price.
Shein found that 55% of its consumers reported an annual budget of less than £100 on the platform, and just 11% said they spent between £250 and £500 a year on the site.
Practical, everyday styles were the most popular in the first half of 2026, with 32% buying them, followed by occasion wear (31%) and statement pieces (23%). Shein says striped tops, casual camisoles and neutral tones are amongst the bestselling items during this period.
The survey also highlights interest in summer items ahead of the season, with linen trousers and halterneck dresses also trending in this period. The term “summer” was a leading search term in the first quarter.
Shein says this shows that shoppers are planning seasonal wardrobes earlier in the year, as they look for items that transition across holidays, events and everyday wear.
“This research challenges the stereotype of younger consumers as purely impulse-driven shoppers,” comments Martin Reidy, director of corporate affairs at Shein.
“What we’re seeing is a generation that is highly value-conscious and intentional about spending. Versatile wardrobe staples, practical styling and early holiday planning are shaping purchasing behaviour far more than fast-moving micro-trends.”
