Shein, the dynamic fast-fashion giant from Asia, has firmly established Spain as one of its primary European markets. In fact, Europe now stands as the company’s second-largest sales territory, with the United States taking the lead.
Peter Pernot Day, the Global Director of Strategy at Shein, shared insights during an interview with El Economista. A central pillar of Shein’s success is its digitalized supply chain, and the company is progressively expanding its business beyond online sales through its website.
In recent years, Shein has forged strategic partnerships with fashion retail giants such as Forever 21 and acquired the well-known British brand Missguided from Frasers Group. According to Shein’s Director of Strategy, the company will continue to explore a hybrid model through collaborations with industry stakeholders.
Moreover, Shein has already launched the Shein Exchange platform in the United States, focusing on peer-to-peer sales of pre-owned clothing. Their plans include introducing this platform to European markets such as Germany and France in the near future, with Spain set to embrace it in 2024.
When it comes to sales channels, Shein does not currently have permanent physical stores in its strategy, but it enthusiastically adopts the pop-up store format. Recent examples include a temporary store in Sevilla, following similar initiatives in Madrid and Barcelona.
Born in Guangzhou, China, in 2012, the Asian giant now has its headquarters in Singapore and manages its European operations from Dublin. Operating with two logistics centers, one in Poland and another in Italy, Shein emphasizes that, despite distributing its products in 150 countries, it does not operate within China, where, along with Brazil and Turkey, it maintains its primary production hubs.»
