Online fast fashion retailer Shein has announced it will open 30 pop-up stores this year, with those in the UK set to rival low-cost high street brands like Primark.
The temporary stores will bring Shein’s clothing to high streets across the EMEA (Europe, the Middle East and Africa), giving shoppers the chance to try before they buy.
So far, Shein has hosted 11 pop-ups across EMEA, including in Dubai, Birmingham, Ibiza and, just this week, Cork, Ireland.
The company said customers can expect to see further pop-ups in the latter half of 2023, though we’re still waiting to see which UK locations will be on the list.
However, Shein added that it will remain a ‘digital first’ company, so any physical stories will remain temporary for the foreseeable.
A spokesperson told Yorkshire Live: ‘Shein remains digital-first, with no plans to open permanent stores, and will continue to deliver omni-channel shopping experiences through our pop-ups for our consumers to touch and feel our products, as well as to interact and engage directly with Shein’s local brand ambassadors.’
Despite facing criticisms surrounding exploitative workplace practices, revealed by a Channel 4 documentary late last year, the Chinese fashion giant isn’t short on customers.
The company reported annual revenue of $22.7 billion (£18.3 billion) last year and is projected to achieve annual revenue of $58.5 billion (£47 billion) in 2025.
It also said it expects its profits to increase to $7.5billion (£6 billion).
The announcement followed the opening of a new EMEA (Europe, Middle East and Africa) headquarters in Dublin.
Shein global head of government relations Leonard Lin said: ‘Ireland’s pro-business environment and great 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 – which is one of our most important markets.
‘We look forward to contributing to the growth of the local economies and to supporting local communities.’
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