If the Shein-Missguided deal does go ahead it would signify a change of direction for Frasers Group, which has been focused on acquiring as opposed to selling fashion brands in recent years. Credit: Shutterstock.

As reports circulate that Frasers Group is engaged in detailed negotiations with Shein to sell its online pureplay Missguided brand, a Frasers Group spokesperson told Just Style it wasn’t able to comment beyond what had been published in an article by Sky News on 16 September.

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