Retail in Asia


SHEIN makes first move into Australian retail

Global online fashion retailer SHEIN held their first pop up in Australia, from 13th to 15th May in Melbourne.


SHEIN is a global B2C fast fashion e-commerce company that mostly sells women’s clothing, with a graduate expansion towards men’s and children’s clothing, accessories, shoes, purses, and other fashion items. Founded in 2012, SHEIN is a leading global online retailer with key operation centers in Guangzhou, China, Singapore and Los Angeles, along with other major markets.

SHEIN’s Autumn Winter 2022 collection was the main focus of the pop-up. In addition, it also features a preview of SHEIN X’s upcoming projects, the brand’s subline that initiates collaborations with aspiring designers, including but not limited to EMERY ROSE (a boho collection), DAZY (an asian-inspired collection) and SHEGLAM (beauty collection).

“We are thrilled to be hosting our first ever Australian pop up and offering our Australian customers the opportunity to shop the collections in-store,” a SHEIN spokesperson said.

SEE ALSO : Is ByteDance launching a fast fashion e-commerce site?

This pop up is their sixth pop up store around the world after New York, Los Angeles, Berlin, London and Singapore.