Shein opens EMEA headquarters in Dublin, plans to launch 30 pop-up stores across the region

Chinese online fashion and lifestyle firm, Shein, has recently announced the official opening of its headquarters for Europe, Middle East, and Africa division in Dublin, according to a company statement.

The newly established Irish office will serve as Shein's strategic IT centre for the EMEA region, acting as the central hub for the brand's operations in this area.

Shein has ambitious plans to launch approximately 30 pop-up stores across the EMEA region by 2023. These temporary stores play a vital role in Shein's business strategy, providing customers with the opportunity to engage with their products in person and fostering direct interaction between the brand and its consumers.

As part of its nearshoring strategy, Shein has recently opened three new distribution centres in the EMEA region in 2022, including a 40,000-square-meter distribution centre in Wroclaw, Poland, along with centres located in Italy and the United Arab Emirates. With these additions, Shein now operates a total of eight distribution centres in the region.

By offshoring its distribution centres, the online fashion company aims to enhance the speed and efficiency of order delivery within the region.

The Chinese online fashion retailer has also launched its emerging fashion designer incubator program, which has already collaborated with 390 designers and artists across the EMEA region since its launch in January 2021, supporting them in their aspirations to launch a fashion collection and providing them with a wealth of knowledge, expertise, a vast network and a global sales channel.

"The opening of our Dublin office marks a significant milestone in Shein's expansion within the EMEA region, which is one of our most important markets," said Leonard Lin, global head of government relations at Shein.