Shein to spotlight AW25 collection with three-day pop-up on Oxford Street

Chinese fast fashion retailer Shein is returning to London for a new three-day pop-up at tech-driven retail concept space Future Stores on Oxford Street from 26-28 September, showcasing its new AW25 collection.

Customers will be able to shop on-trend tailoring, statement eveningwear, performance athleisure pieces, denim, coats and exclusive curve collections from top-selling Shein brands including Musera, Anewsta, Elenzga and Vuva Rela, as well as handpicked accessories from Missguided and MOTF.

It coincides with the launch of Shein’s ‘That New Fit Energy’ campaign which features exclusive pieces from standout Shein Trends Stores brands.

Visitors to the pop-up will be "fully immersed in Shein’s unique brand experiences", including its ever-popular glam bar, video moments and exclusive giveaways.

Last month it was reported that Shein was weighing up relocating to China from its current headquarters in Singapore in a bid to win Beijing’s approval for a Hong Kong float, after its London Stock Exchange listing stalled.

Also in August, Shein revealed that its UK sales surged by almost a third last year ahead of its plans to float the company.

Accounts filed on Companies House showed higher profits as its low price products continued to attract growing popularity, particularly among younger shoppers.

New filings for Shein Distribution UK Ltd, the retailer’s UK operation, showed that sales in the region grew by 32.3% to £2.05 billion in 2024.

Shein said it benefited from the opening of two new offices in London’s King’s Cross and Manchester, the launch of a pop-up shop in Liverpool and a Christmas bus tour across 12 cities in the UK.

Meanwhile, it also reported a pre-tax profit of £38.3 million for the year, having risen from £24.4 million in 2023.