After testing the waters with pop-ups in America, Asia, and Europe, Chinese fast-fashion juggernaut Shein is opening a physical store in Tokyo’s Harajuku district. The store displays items over 201sqm, on two floors, features 3 fitting rooms and has an Instagrammable photo booth. By scanning the QR code on product tags, customers can purchase clothes and have them delivered to their homes or offices.
Founded in 2008, Shein sells online in more than 150 countries and regions, mainly in the US and Europe, but not its home market China, where it produces its clothing. In February 2022, the company shelved plans for its US market listing, according to Reuters.
The opening follows the launch of the Shein Osaka pop-up store, which was open for three months until 27 January 2022. Located in the western metropolis of Osaka, the pop-up store housed nine fitting rooms and displayed about 800 items, ranging from men’s and women’s wear to home and pet products.
“Shein’s focus remains digital-first,” a Shein spokesperson told Inside Retail. “Shein customers can experience our fashion and lifestyle products at our pop-ups around the world. We will continue to expand our pop-up roadmap and keep making the beauty of fashion accessible to all.”
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