// Shein is set to open around 30 pop-up stores this year as it doubles down on its physical retail strategy
// The fast fashion giant opened the doors to a new office in Dublin which will act as headquarters for its Europe, Middle East and Africa region
Shein will open around 30 pop-up stores across the EMEA region this year, as it continues to roll out its physical retail strategy.
The online fashion giant revealed that pop-up stores are an integral part of its business model and currently has a temporary store operating in Ireland from May 12 to May 17 in Cork.
After opening a new EMEA headquarters in Dublin, the business said its pop-up at the Jervis Shopping Centre in Dublin attracted over 4,000 visitors per day last year.
Earlier this year, Shein opened the doors to its latest pop-up experience in Birmingham, occupying the former Karen Millen store for two days.
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The launch of Shein’s new headquarters in Dublin for its Europe, Middle East and Africa region, has created 30 new jobs.
The new office will host the company’s strategic IT hub for EMEA and will function as the heart of its operations in the region, building on the online retailer’s commitment to local economies, communities and customers.
Shein global head of government relations Leonard Lin said: “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.”
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