Chinese fast fashion giant SHEIN is to open 30 pop-up shops around the EMEA region this year, while it has also opened the doors of a new HQ in Dublin.
The company – which features some licences on its website – currently has a pop-up in Cork in the Republic of Ireland, while a pop-up held in the Jervis Shopping Centre in Dublin last year was said to have attracted more than 4,000 visitors per day.
It recently held three pop-ups in the UK, in Birmingham, Bristol and Cardiff, reported The Industry.Fashion.
According to the company, the pop-ups are ‘integral’ to its strategy – allowing the brand to engage with its customers and enable consumers to experience products first hand.
Meanwhile, the opening of the Dublin office is also being seen as an important milestone in SHEIN’s growth in EMEA, which global head of government relations, Leonard Lin, described as “one of our most important markets”.
As well as an in-house fashion incubator programme, SHEIN X has collaborated with 390 designers and artists across EMEA since its launch in January 2021. It has also made monetary donations and donations in kind to various women’s and children’s charities across EMEA as part of its social impact efforts in the region.
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