Shein opens EMEA headquarters and 30 pop-up shops

Shein is cementing its physical footprint in the Europe, Middle East and Africa region. While opening a regional headquarters in Dublin, the Chinese fashion retailer also envisages 30 pop-up stores this year.

4,000 visitors per day

EMEA (Europe, Middle East and Africa) is one of the most important markets for Shein, says Leonard Lin, head of global government relations at the Chinese company. The opening of a Dublin office thus marks a major milestone in the online fashion player’s growth. The office will employ 30 people by the end of this year, from data analysts to financial managers and legal professionals. More hires may follow in the future.

Pop-up stores should underpin the growth in the region. This year alone, Shein plans to host around 30 pop-ups in the EMEA region. Currently, from 12 to 17 May, there is a temporary shop in Cork, Ireland, but a pop-up in Dublin last year attracted more than 4,000 visitors a day. Meanwhile, Shein is also opening new distribution centres in the region, including a 40,000-square-metre warehouse in Wroclaw in Poland and smaller distribution centres in Italy and the United Arab Emirates.