Many online fashion shoppers will already be familiar with popular brand Shein, which has been a hit with fans thanks to its online retail offerings for more than a decade. But now, for the first time ever, bosses have decided to open 30 new pop-up stores in a bid to pursue its "physical retail strategy".
Although the exact locations of where these new stores will be remains top secret, it is believed they will situated across the UK, Europe and Middle East. According to Bristol Live, all are set to be launched by the end of this year.
The news comes not long after the brand's hugely successful pop-up shops earlier this year in Bristol, Birmingham and Cardiff. Eager customers were seen waiting in endless queues to get a glimpse inside.
At the time, one fan, Rhyssmith55, tweeted: “There’s a new SHEIN shop in Birmingham Bullring and the queue was ridiculous today. I couldn’t tell where the end was.”
Shein grew to become the world's largest fashion retailer as of 2022. A statement on the official Shein website reads: "SHEIN is a global fashion and lifestyle e-retailer committed to making the beauty of fashion accessible to all.
"We use on-demand manufacturing technology to connect suppliers to our agile supply chain, reducing inventory waste and enabling us to deliver a variety of affordable products to customers around the world. From our global offices, we reach customers in more than 150 countries."
A new headquarters for the fashion chain has also opened in Dublin. “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," Leonard Lin, Shein's global head of government relations, said.
“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.”
Following an undercover probe by Channel 4, the Chinese fashion retailer has vowed to invest $15m (£12.2m) in improving standards at its supplier factories as it admitted working hours at two sites breached local regulations.
The online brand said an independent investigation – launched following allegations over labour abuse made in a recent Channel 4 documentary – had uncovered that employees at two of its Chinese sites were working hours that were longer than allowed under local rules.
