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Shein expands physical retail strategy with plans to host 30 pop-up stores this year

Shein pop-up store

Shein has unveiled plans to host around 30 pop-up stores this year, in a continuation of its physical retail strategy.

The e-tailer revealed that pop-up stores are an integral part of its business model, allowing customers to experience products first-hand as well as allowing the brand to engage with consumers.

Recently, Shein opened its doors to its latest pop-up experience in Birmingham, occupying the former Karen Millen store for two days. The store featured a range of its spring and summer collections, alongside its own-brand makeup line She Glam.

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However, the next Ireland pop-up takes place from 12 May to 17 May 2023, at Opera Lane, in Cork, Shein revealed.

The news comes as the online fashion retailer opened its new headquarters in Dublin for its Europe, Middle East and Africa region, creating 30 new jobs.

The new office will host the company’s strategic IT hub for EMEA and will function as the heart of its operations in the region, building on its commitment to local economies, communities and customers.

“I am delighted to launch our EMEA headquarters in Ireland. 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 global head of government relations, Leonard Lin 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.”

Image credit: Shutterstock

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