November 2, 2023
Shein, the Asian ultra-fast fashion giant, has consolidated Spain as one of its main markets in Europe. In addition, Europe is the company’s second sales territory, followed by the United States in the lead.
Peter Pernot Day, global director of strategy at Shein, explained this in an interview with El Economista. Shein’s digitized supply chain is one of its key strengths, and the company has been progressively expanding its business beyond online sales through its website.
In recent years, Shein has signed deals with fashion retail giants such as Forever 21 and acquired British brand Missguided from Frasers Group. According to her chief strategy officer, Shein will continue to explore a hybrid model through partnerships with industry stakeholders.
In addition, Shein has already launched the Shein Exchange platform in the United States, which focuses on peer-to-peer sales of used clothing. They plan to bring this platform to European markets such as Germany and France shortly and plan to introduce it in Spain in 2024.
Regarding its sales channels, Shein has no plans to open permanent physical stores at the moment, but they do adopt the pop-up store format. The company recently opened a temporary store in Seville and previously did the same in Madrid and Barcelona.
Born in Guangzhou, China, in 2012, the Asian giant is now headquartered in Singapore and manages its European business from Dublin, operating with two logistics centers, one in Poland and the other in Italy. The company highlights that, despite distributing its products in 150 countries, it does not operate in China, which, together with Brazil and Turkey, constitutes its main production area.
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