Shein progress in Europe. He marketplace has officially inaugurated its headquarters for Europe, Middle East and Africa (EMEA), located in Dublin. Specifically, as reported in a releasethe Irish office will house the Shein strategic IT hub for EMEA and will function as the center of the brand’s operations in this region.
This 2023, Shein plans to organize a 30 pop-ups across the EMEA region, among which is the one that will open in Ibiza throughout the summer. These pop-up stores are an integral part of their business model, as they allow consumers to experience the products first-hand and the brand to interact with consumers.
The nearshoring strategy of the company has also seen the opening of three new distribution centers in EMEA in 2022, including a 40,000 square meter distribution center in Wroclaw (Poland), as well as centers in Italy and the United Arab Emirates, increasing its bases in this region to eight. With the relocation of its distribution centers, the marketplace intends to improve the speed of delivery of its orders in the region.
He marketplace China has also launched its Emerging Fashion Designers Incubator Programwhich has already collaborated with 390 designers and artists across EMEA since its launch in January 2021, supporting them in their aspirations to launch a fashion collection and providing them with the knowledge, experience, network and global sales channel.
«I am delighted to launch our EMEA headquarters in Ireland. Ireland’s business-friendly environment and excellent access to talent make it an excellent hub for companies, including Shein, to run and grow our business in the region. The opening of our Dublin office marks an important milestone in Shein’s growth in EMEA, which is one of our most important markets. We hope to contribute to the growth of local economies and support local communities«, declares Leonard Lin, Shein Global Director of Government Relations.