
SHEIN, the ultra-fast fashion giant, has established Spain as one of its primary markets in Europe. Furthermore, Europe stands as the company’s second-largest sales territory, with the United States taking the lead.
In an interview with El Economista, SHEIN’s global director of strategy, Peter Pernot Day, went into further detail on this. One of SHEIN’s main advantages is its digitalized supply chain, and the company has been gradually growing its operations outside online sales via its website.
SHEIN has recently signed deals with major fashion retailers such as Forever 21 and purchased the British brand Missguided from Frasers Group. As stated by their director of strategy, SHEIN intends to further the exploration of a hybrid model by means of collaborations with industry players.
Furthermore, SHEIN has already introduced the SHEIN Exchange platform, which focuses on peer-to-peer sales of used clothing, in the US. This platform will soon be available in European markets including Germany and France, and it will be launched in Spain in 2024.
SHEIN now embraces the pop-up store style, but they do not have intentions to build permanent physical locations as part of their sales channels. The company previously launched temporary locations in Madrid and Barcelona, and it recently opened one in Sevilla.
SHEIN has two logistics centres, one in Poland and one in Italy, and has its headquarters in Singapore. Its European operation is managed from Dublin. The corporation highlights that although it distributes its products to 150 countries, it is not present in China, which is its main producing region along with Brazil and Turkey.