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China’s SHEIN partners with Klarna to open three-day pop-up in London as it expands its European presence

SHEIN: popping up in London as it expands its reach

China’s giant online retailer, SHEIN will open the doors to a London pop-up in partnership with Klarnatomorrow as the retailer looks to expand its presence into Europe.

The #SHEINxKlarna experience, hosted in London’s Covent Garden, will take visitors into SHEIN Spring Sensation and give shoppers the chance to browse its upcoming spring collection in person.

The online retailer will invite fans to step into the SHEIN world and its vast, ever-changing collection as we head into spring. Those stuck in a style rut will be able to discover something new about the SHEIN world and, it says, help them “find pieces to help them express themselves in a new way to feel empowered”.

Open from the 8th-10th April and running for three days, visitors will be able to immerse themselves in all things fashion, styling and beauty. Visitors will learn how to do the perfect updo, wear their confidence with an MUA masterclass with SheGlam, relax with a free on-site massage, take part in a Slow Down Sunday yoga session, or explore their artistic side with a calligraphy class.

HELLO Fashion will also host talks with Deputy Beauty Editor, Elle Sixsmith talking all things trend forecasting and Editor, Jill Wanless hosting a SHEIN Style Talk session on Saturday. On top of the endless activities and panels, visitors can take advantage of the complimentary manicure station, FORI flower stall, Peggy Porschen cupcake cart and freshly brewed barista coffee all weekend.

AJ Coyne, Head of Global Brand & Creative at Klarna said, “We are so excited for the #SHEINxKlarna pop-up as we step into Spring. Online retail has soared over the past few years but there’s something special about hosting in-person events. We’re looking forward to revamping our spring wardrobe and a packed weekend full of events.”

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