Fast-fashion powerhouse Shein (PC:SHNQX) has officially launched its Xcelerator program in the UK, France, and China, despite facing pushback from the European fashion industry. The company’s initiative aims to support emerging designers and accelerate growth, but European Union (EU) critics argue it could intensify competition and disrupt the existing fashion ecosystem.
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Headquartered in Singapore, Shein is a global fast-fashion company, known for its trend-driven apparel and rapid supply chain.
More About Shein’s Xcelerator Program
Shein’s Xcelerator program is an initiative that helps new and established fashion brands grow and reach global markets. It gives partners access to Shein’s fast supply chain, international shipping network, and millions of shoppers in more than 160 countries.
The Xcelerator officially launched on September 16, 2025, starting in the UK after a successful pilot run in August 2023 with about 20 brands. Shein has also expanded the program to France and China, teaming up with local labels like French retailer Pimkie to boost their online presence and global reach.
Moving forward, Shein plans to bring the Xcelerator to more countries, continuing its goal of helping fashion brands grow worldwide.
European Groups Hit Back
European fashion and textile groups are pushing back hard against Shein’s expansion. Notably, 22 industry organizations urged the European Union to fast-track legislation to curb the company’s growth.
These groups warned that Shein and its rival PDD Holdings’ (PDD) Temu already account for about 5% of Europe’s total fashion sales and 20% of online sales. Meanwhile, profits at Shein’s UK arm jumped nearly 60% last year, with sales topping £2 billion for the first time. In recent months, both Shein and Temu have shifted more focus to Europe as conditions in their key market, the U.S., have grown tougher due to President Donald Trump’s tariffs and the removal of the de minimis tax exemption for low-value parcels from China and Hong Kong.
Furthermore, the groups also accused ultra-fast-fashion players of dodging taxes, skirting customs duties, and infringing on intellectual-property rights, calling for tougher EU oversight.
Which U.S. Fashion Retailer Do Analysts Like Best?
Shein is privately held, so investors can’t buy its shares directly. But those interested in the fashion sector can explore publicly traded U.S. retailers such as Gap (GAP), American Eagle (AEO), Abercrombie & Fitch (ANF), Levi Strauss & Co. (LEVI), and others. Users should conduct further research on these stocks before making any investment decisions. Below is the screenshot for reference.
