SHEIN unveils EMEA pop-up plans as it opens Dublin HQ
Chinese fast fashion behemoth SHEIN has revealed plans to open 30 pop-ups around the EMEA region in 2023 at the official opening of its new HQ in Dublin.
Its latest pop-up is currently underway at Cork in the Republic of Ireland, while a pop-up held in the Jervis Shopping Centre in Dublin last year was said to have attracted more than 4,000 visitors per day. It recently held three pop-ups in the UK, in Birmingham, Bristol and Cardiff.
SHEIN said that pop-ups were integral to its strategy, enabling consumers to experience products first-hand as well as allowing the brand to engage with its customers.
It has also embarked on a 'nearshoring' strategy in EMEA as further evidence of its ambitions for the region. Last year it opened three new distribution centres across EMEA, including a 40,000m2 distribution hub in Wroclaw, Poland, as well as centres in Italy and the United Arab Emirates.
In addition its in-house fashion incubator programme, SHEIN X, has collaborated with 390 designers and artists across EMEA since its launch in January 2021 and as part of its social impact efforts in the region, the fashion giant has made monetary donations and donations-in-kind, in the form of apparel, household items and home decorations, to various women's and children's charities across EMEA.
The new Dublin HQ will initially employ 30 staff in the areas of data analytics, security engineering, finance management and legal, as well as expanding SHEIN's graduate program in Ireland. More staff are set to be added in the future.
Leonard Lin, Global Head of Government Relations for SHEIN said at the opening of the facility: "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. 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."
The opening ceremony was attended by Ireland's Minister for Enterprise, Trade and Employment, Simon Coveney, where he met with Lin, and other company leaders to discuss SHEIN's strategy in Ireland. "I warmly welcome the announcement that SHEIN has launched their new EMEA Headquarters and IT hub in Dublin, creating 30 new jobs in 2023. These positions will be in a range of specialist areas and no doubt SHEIN will have no problem filling these rolls from our skilled workforce. It is a vote of confidence that another global leader has chosen Ireland to launch their EMEA HQ and highlights that we have the environment to attract FDI companies to our shores. I wish all the team at SHEIN the very best in their new Dublin office and ventures," Coveney said.
