SHEIN to open 30 new pop-up shops – some in the UK

A photo of some young ladies wearing fashionable clothing behind the word SHEIN

Hey, fashion-forward folks! We have some exciting news for you. SHEIN, the global e-retailer known for its trendy fashion, beauty, and lifestyle products, has officially unveiled its Europe, Middle East, and Africa (EMEA) headquarters in the heart of the beautiful Dublin City Centre, Ireland. Ireland is with the European Union (EU). This strategic move marks SHEIN’s commitment to local economies, communities, and customers in the region.

At the opening ceremony, Ireland’s Minister for Enterprise, Trade, and Employment, Simon Coveney, met with SHEIN’s Global Head of Government Relations, Leonard Lin, and other company leaders to discuss SHEIN’s plans in Ireland. The focus was on expanding the workforce in Dublin, with key roles in data analytics, security engineering, finance management, and legal. Additionally, SHEIN aims to strengthen its graduate program in Ireland and aims to fill 30 important positions by the end of 2023, with potential for even more as the company continues to grow.

Expressing his enthusiasm, Minister Simon Coveney said, “I warmly welcome the announcement of SHEIN’s new EMEA Headquarters and IT hub in Dublin, creating 30 new jobs in 2023. It’s a testament to our skilled workforce that another global leader has chosen Ireland as their launchpad. I wish all the team at SHEIN the very best in their new Dublin office and ventures.”

But that’s not all. is not just about big moves and fancy headquarters. They are also empowering local entrepreneurs through their in-house fashion incubator program, SHEIN X. Since its launch in January 2021, the program has collaborated with 390 designers and artists across the EMEA region, providing them with the knowledge, experience, network, and global sales channels to bring their fashion collections to life. With plans to further expand this number, SHEIN is truly fostering creativity and supporting emerging talent.

And guess what? SHEIN is also bringing the fashion party to the streets of EMEA with their pop-up shops. In 2023, they plan to host around 30 pop-ups across the region, including one in Cork, Ireland, from May 12 to 17, 2023, at the vibrant Opera Lane. Last year, their Dublin pop-up at Jervis Shopping Centre attracted over 4,000 visitors per day!! These pop-ups play a crucial role in SHEIN’s business model, allowing customers to experience their products firsthand and giving the brand an opportunity to engage directly with their fans.

To further enhance their customer experience, SHEIN has established three new distribution centers across EMEA, including one in Wroclaw, Poland, covering an impressive 40,000 square meters. By strategically locating these hubs, SHEIN aims to improve the speed of fulfillment in the region and ensure seamless service for customers.

Apart from making waves in the fashion world, SHEIN is also committed to making a positive impact. They have made charitable donations, both monetary and in-kind, to women’s and children’s charities across EMEA, including Irish organisations such as The Marie Keating Foundation and The Society of St. Vincent de Paul. SHEIN’s social impact initiatives align with their vision to create a better world.

Leonard Lin, Global Head of Government Relations for SHEIN, expressed his delight, stating, “I am delighted to launch our EMEA headquarters in Ireland. Ireland’s pro-business environment and access to talent make it an excellent hub for companies, including SHEIN, to manage and grow our business in the region. Our Dublin office opening marks an important milestone in SHEIN’s growth in EMEA—one of our most important markets. We look forward to contributing to the growth of local economies and supporting local communities.”

About SHEIN is a global e-retailer that offers a wide range of fashion, beauty, and lifestyle products to customers worldwide. With its headquarters in Singapore, SHEIN has gained popularity for its trendy and affordable clothing, accessories, and other items.

The company has a vast online marketplace that features SHEIN branded apparel as well as products from a network of global sellers. It aims to make fashion accessible to all by providing a diverse range of styles and keeping prices affordable.

SHEIN follows an on-demand production methodology, which allows for a smarter and more sustainable industry. By producing items based on customer demand, they aim to reduce waste and promote a more efficient supply chain.

In addition to its online presence, SHEIN has also ventured into the offline space with pop-up shops. These temporary retail locations allow customers to experience SHEIN products firsthand and engage directly with the brand.

SHEIN is committed to empowering local entrepreneurs and supporting emerging talent through its in-house fashion incubator program called SHEIN X. This program provides aspiring designers and artists with the resources, network, and global sales channels necessary to launch their fashion collections.

Furthermore, SHEIN is actively involved in social impact initiatives. They make charitable donations, both monetary and in-kind, to various women’s and children’s charities across different regions, including Ireland. By aligning with organizations that focus on important causes, SHEIN aims to make a positive difference in society.

With its continuous expansion, SHEIN has established its EMEA headquarters in Dublin, Ireland. The Dublin office serves as the strategic IT hub for the EMEA region, further strengthening SHEIN’s operations and commitment to local economies, communities, and consumers.

SHEIN is dedicated to providing fashionable and affordable products, supporting emerging designers, and making a positive impact in the communities it serves.


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About Munazza Raza

Munazza Razar smiling at the cameraHello! I'm Munazza, a passionate writer and digital marketing expert. I have a B.A. - Journalism And Mass Communication from St. Lawrence College, Pakistan, Graduated 2018.

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