Online fashion retailer Shein has announced plans to open 30 pop-up stores across Europe, the Middle East and Africa this year, directly challenging high street giants like Primark. The temporary stores will allow customers to experience products first-hand, a departure from Shein's usual online-only model.
Shein, founded in China by entrepreneur Chris Xu in 2008, currently ships to 150 countries. The company has already tested pop-ups in the UK, including Birmingham, Bristol, and Cardiff earlier this year, and hosted a store in Cork, Ireland from May 12 to 17, 2023. A previous pop-up in Dublin attracted over 4,000 visitors per day.
The expansion follows Shein's opening of a new EMEA headquarters in Dublin, creating 30 jobs. Shein's 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.'
Shein reported annual revenue of $22.7 billion last year and projects $58.5 billion by 2025, with profits expected to rise to $7.5 billion. The move comes as rival Boohoo opened a pop-up in London last month, showcasing its spring collection.
