Shein’s UK revenue climbed by 26 per cent to £2.58bn in 2025, with pre-tax profits increased 18 per cent to £45.2m.

Accounts filed at Companies House also showed its UK workforce grew from 91 to 113 employees.

The figures put Shein ahead of ASOS, which reported total group revenue of £2.48bn for the year to 31 August 2025. However, the figures are not directly comparable as Shein’s results cover its UK business, while ASOS’s include international markets.

Shein’s international results were not so positive. In September, its quarterly profits tumbled 67 per cent due to higher freight costs and weaker sales across Europe and the US.

The retailer posted adjusted net profit of $228m (£169m) for the second quarter, down from a year earlier, while its margin narrowed sharply to 2.1 per cent from 6.2 per cent.

Revenue edged up 0.9 per cent to $11.08bn (£8.2bn), with growth in Latin America helping offset declines across Shein’s two largest markets.

European sales fell 13.9 per cent to $3.77bn after it raised prices and cut advertising ahead of new EU charges on low-value ecommerce parcels, while US revenue dropped six per cent to $2.5bn.

Its future UK sales could also take a hit as the UK government is planning to end the customs duty exemption for low-value imports worth £135 or less by October 2028. This change could affect retailers relying on direct-to-consumer parcel shipments, such as Shein and Temu.

The current exemption has been criticised by traditional retailers, which argue that it gives overseas competitors an unfair advantage on price. Any changes to the rules could put pressure on Shein’s cost base and pricing strategy.

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