Shein stores to open this year in 30 different locations across UK, Europe and Middle East

Shein, a major fashion retailer that shot to fame on TikTok and has become a leading brand across the world, is set to open 30 stores this year.

Fashion fans and TikTokers fell in love with Shein, a Chinese retailer that began selling in 2008 but shot to global fame just after lockdown. Shein, whose headquaters are in Singapore, has been growing from strength to strength.

It first began as a clothing distributor, before growing to make its own clothes, and by 2022 it had surpassed Zara and H&M in terms of revenue – making almost double the amount the two make combined. It continued running online only but bosses have decided it’s time top open their first stores, reports Bristol Live .

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Managers have remained tight-lipped about where these shops will open but it’s believed they will be spread across the UK, Europe and the Middle East and will be launched by the end of this year. Last year, the company trialed physical stores, hosting hugely successful pop-up shops in Bristol, Birmingham and Cardiff.

And as the business grows, Shein is also opening new headquarters in Dublin. Shein’s global head of government relations Leonard Lin said: “Ireland’s pro-business environment and great 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 – which is one of our most important markets. We look forward to contributing to the growth of the local economies and to supporting local communities.”

But the company’s growth has not been without its own ‘scandals’. An undercover probe by Channel 4 alleged employees at some of Shein’s factories were working up to 18 hours a day, throughout weekends and being paid as little as 3p an item, with just one day off a month.

The claims in the documentary have seen the group come under heavy fire, with its recently launched licensed collection with The Rolling Stones reportedly set to have its contract terminated over the allegations. Shein has since vowed to invest 15 million US dollars (£12.2 million) into improving standards at its supplier factories as it admitted working hours at two sites breached local regulations, PA reported last December.

The online brand said an independent investigation, launched following allegations over labour abuse made in a recent UK documentary, had uncovered that employees at two of its Chinese sites were working hours that were longer than allowed under local rules. It found staff at one of the factories were working up to 13-and-a-half hour days with at least two to three days off a month, while those at the second site were working up to 12-and-a-half hours a day, with no fixed structure for days off.

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