Online fast fashion retailer Shein has announced it will open 30 pop-up stores this year, with UK stores aiming to compete with budget high-street brands such as primark.
The temporary stores will bring Shein clothing to high streets across EMEA (Europe, Middle East and Africa) and allow shoppers to try before they buy.
To date, Shein has hosted 11 pop-ups across EMEA including in Dubai, BirminghamIbiza and, just this week, Cork, Ireland.
The company said customers can expect more pop-ups in the second half of 2023, although we’re still waiting to see which UK locations will make the list.
However, Shein added that it will remain a “digital first” company, so any physical stories will remain temporary for the foreseeable future.
A spokesman said Yorkshire Live: “Shein remains committed to being digital-first, has no plans to open permanent stores, and will continue to provide omni-channel shopping experiences through our pop-ups to allow our customers to touch, feel, interact and interact with our products directly.” .” “Shein’s Local Brand Ambassadors.”
Despite criticism of exploitative workplace practices by a Channel 4 documentation At the end of last year, the Chinese fashion giant was not short of customers.
The company reported annual sales of $22.7 billion (£18.3 billion) last year and is expected to post annual sales of $58.5 billion (£47 billion) in 2025.
The company also expects profits to rise to $7.5 billion (£6 billion).
The announcement follows the opening of a new EMEA (Europe, Middle East and Africa) headquarters in Dublin.
Leonard Lin, Shein’s global head of government relations, said: “Ireland’s business-friendly environment and excellent access to talent make it an excellent hub for companies, including Shein, to manage and grow our business in the region.”
“Our Dublin office opening marks an important milestone in Shein’s growth in EMEA – one of our most important markets.”
“We look forward to contributing to the growth of the local economy and supporting local communities.”
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