In a strategic move to anchor itself in the heart of the UK’s fast-fashion scene, ultra-fast-fashion leader Shein is set to establish its UK headquarters in Manchester. The city, already a recognized hub for mass-market fashion and home to industry giants such as Boohoo, In The Style, and Sosandar, emerges as the perfect backdrop for Shein’s ambitious expansion plans in the country.
This decision follows Shein’s recent acquisition of Manchester-based Missguided from Frasers Group, showcasing the brand’s dedication to becoming an integral part of Manchester’s dynamic fashion landscape. Furthermore, Shein has solidified a long-term agreement with Authentic Brands Group, the owner of Ted Baker and Forever 21, strengthening its strategic partnerships.
Driving this initiative is Gemma Dunne, former Buying Director at PrettyLittleThing, now serving as Shein’s Chief of Production. Tasked with building a robust 15-member product team in Manchester, Dunne is focused on creating a trend-driven UK label within Shein’s extensive portfolio. The highly anticipated inaugural collection of this unnamed label is slated for release in January.
Revealing its financials at Companies House, Shein Distribution UK Limited, the British arm of Shein, reported a revenue of £1.121 billion for the 16 months ending last year. While direct comparisons are challenged by the lack of a comparison period and the unique operating timeline (incorporated in September 2021), the financials underscore Shein’s substantial presence and profitability in the UK market.
With an eye on further expansion and a potential bid for ASOS-owned Topshop, Shein’s decision to establish its UK headquarters in Manchester underscores the city’s pivotal role in shaping the fast-fashion landscape. As Shein weaves its narrative into the fabric of Manchester, the industry eagerly awaits the unveiling of its trend-setting collection in the coming months. Explore the fusion of Shein and Manchester’s fashion prowess as the brand continues to redefine the future of fast fashion in the UK.
