Shein, the prominent Chinese online fast-fashion retailer, has set its sights on a bold expansion plan. The company aims to export products manufactured in Brazil to various Latin American markets by 2026, as shared by Fabiana Magalhaes, Shein’s Brazilian production director.
Earlier this year, Shein established its first production center outside China in Brazil, marking a pivotal milestone in its global strategy. The company has set a remarkable target to ensure that 85% of its sales in Brazil, including those facilitated by vendors on Shein’s marketplace, are produced locally by 2026.
Magalhaes expressed, «Our vision is that, by 2026, Brazil will be well-prepared to serve Latin America. We are already in the process of conducting internal studies to facilitate these exports.»
While specific Latin American destinations were not disclosed, this move underscores Shein’s commitment to expanding its presence in the region.
Founded by Chinese entrepreneur Chris Xu in 2008, Shein has swiftly risen to become one of the world’s largest online fashion marketplaces, catering to customers in over 150 countries. Brazil stands out as one of its five key markets and the largest in Latin America.
In a significant development, Shein announced an investment of 750 million reais ($148 million) in Brazil to create a network of manufacturers over the coming years. Currently, the company has entered into 336 partnerships, with 213 actively involved in clothing production across 12 Brazilian states.
To start, the company will prioritize the production of items that enable Shein to maintain competitive pricing within Brazil, with a focus on products like jeans and knitwear. Testing will be conducted in other segments, including shirts, while more complex items such as winter clothing pose challenges for local production.
In addition to its Brazilian initiatives, Shein has also initiated manufacturing in Turkey this year and is planning the construction of a factory in Mexico, underlining its unwavering commitment to global expansion.
