Fashion e-tailer Shein opens pop-up store during LFW

By

Barbara Santamaria

Published
Sep 16, 2019

This weekend saw Shein open a pop-up store in London to celebrate London Fashion Week and the launch of the new Autumn Winter collection.

It was the etailer’s second ever physical space in the UK, signalling an ambition to grow its UK following and increase brand awareness among Britain’s fast-fashion shoppers.

The space opened to the public on Friday 13 September at 107-109 Great Portland Street and closed on Sunday 15 September. It showcased brand new Autumn Winter styles from the online site alongside Instagrammable photo walls and other interactive shopping experiences.

The space was accessed using Appear Here, the online marketplace for short-term retail space.

A host of TV celebrities including Love Island stars Amy Hart, Joanna Chimonides, Chyna Ellis, Jourdan Riane and Elma Pazar; Made in Chelsea’s Sophie Habboo and Nicola Hughes; and the Only Way is Essex’s Chloe Ross and Ella Wise were invited to join a store preview evening on Thursday 12 September to get an exclusive preview of the collection before it opened to the public the following day.

The two-storey space featured iPad payments allowing customers to shop anywhere in the store.  

In May, Shein opened a two-day Spring Summer pop-up store at 67 Great Titchfield Street in London’s West End.