Shein takes on brick-and-mortar retail with trio of UK pop-ups

Chinese ecommerce giant Shein is branching out with in-person experiences across the UK, this time taking on Birmingham, Bristol and Cardiff.

The global fast fashion e-commerce site is continuing to build its in-person retail with touch points all over the UK. Its latest offering celebrates Shein’s spring collections, with activations commencing in Birmingham.

The pop-up will be taking place at the heart of Birmingham’s shopping district, the Bullring Shopping Centre on 24-26 March 2023.

Shein have curated an edit of their recently launched pieces from statement partywear, everyday staples and swimwear at their temporary retail space. There will also be free manicures on offer for each customer and the chance to win prizes such as clothing and make up.

The pop-up will then be followed by experiences in Bristol and Cardiff. Shein’s Easter pop-up will be stationed at Cabot Circus in Bristol on Saturday 1 April and St David’s in Cardiff on Sunday 2 April.

Despite many online retailers struggling to keep up momentum since the COVID-19 pandemic, Shein has defeated all odds. The business was valued at just above £81 billion ($100 billion) during Shein’s last fundraising round in April 2022, making it the world’s third most-valuable private company at the time, behind TikTok parent ByteDance and Elon Musk’s SpaceX. Only two years prior, the company was valued at £12 billion ($15 billion).

However, there is something to be said about garnering an in-person presence. Earlier this week, Boohoo announced its debut in-person pop-up experience in the UK's capital city, showcasing the brand’s spring collection. Similarly to Shein's activations, Boohoo is targeting Gen Z consumers with its upcoming pop-up.