After mastering e -commerce with low prices and record production speed, it now marks the real world and debuts a new expansion model
Shein, one of the greatest phenomena of digital retail, is ready to change the rules of the game.
Known for turning the way people buy clothes online, the Chinese company announced the opening of its first permanent physical stores – a step that marks a new phase in its global strategy.
The starting point will be Paris, where the brand will open its first unit this year.
The choice of the French capital is no coincidence: it is the cradle of world fashion and one of the most competitive markets on the planet. Then five other cities in the interior of France will also receive fixed spaces from the retailer.
With revenues of US $ 38 billion by 2024 and presence in over 150 countries, Shein built its empire on three pillars: extremely low prices, production speed and massive digital marketing.
Each day, thousands of new pieces are launched on the platform, fed by a data system that detects almost real time trends.
New Experience in In -site
Now, when opening physical stores, the giant seeks to get even closer to consumers and offer a hybrid experience between the online and face-to-face world.
The plan is to create direct contact points with the public, also functioning as strategic showcases to strengthen brand image outside the digital environment.
According to the company’s executive president, Donald Tang, the expansion represents “the next natural stage of a company that was born digital, but wants to become part of people’s daily lives.”
Before this new phase, Shein had already tested the physical format with temporary stores in several cities around the world-including Sao Paulo, New York and Madrid.
Now, with the opening of fixed units, the brand transforms what was once a punctual experience into a permanent strategy of presence in physical retail.
The initiative, according to analysts, puts Shein on a new level – leaving the virtual bubble and positioning himself as a complete global player, capable of competing not only on screens, but also on the streets.
Even in the midst of criticism of its accelerated production model, the company shows that it intends to establish itself as a brand of physical presence, capable of combining convenience, price and desire – and thus consolidating its domain over fashion consumption in the 21st century.
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