Shein is expanding its Xcelerator brand incubation programme in the UK, following a successful trial.

The fast fashion brand’s scheme is designed to support the international growth of emerging and established fashion labels.

The business said its Xcelerator initiative was the “latest evolution” of its Shein X programme, which launched in 2021, for up-and-coming designers and artists seeking to roll out their first few collections.

The programme is designed to support brands navigate key challenges across the fashion value chain, such as market access and supply chain logistics.

Under the scheme, brands are provided with access to various direct-to-consumer services, including product fulfilment, on-demand production, and Shein’s global ecommerce infrastructure .

The pilot phase of the programme launched in August 2023, with almost 20 brands from various regions having joined since then.

Shein executive chairman Donald Tang said: “With Shein Xcelerator, we aim to empower brands of every size to achieve their global ambitions.

“This is a win–win, with systemic impact delivered across the industry: supporting creativity, strengthening ecosystems and enabling more brands to thrive worldwide.”

Earlier this month, Shein was hit with fresh scrutiny over its UK tax affairs, after campaigners alleged that it had shifted the “vast bulk of income” to Singapore in order to minimise its British tax payments.

Accounts filed at Companies House showed that Shein Distribution UK generated sales of £2bn in 2024 but paid £9.6m in corporation tax.

While in August, it was reported that Shein was weighing a move to relocate its headquarters from Singapore back to China, as it looked to secure regulatory approval for its long-awaited Hong Kong stock market debut.

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