Apr 6, 2022
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Shein and Klarna open London pop-up in Covent Garden

Apr 6, 2022

Shein and Klarna are opening a short-term London pop-up on Friday with a debut for the e-tailer in London’s Covent Garden. 


The experience “will take visitors into Shein Spring Sensation and give shoppers the chance to browse its upcoming spring collection in person”, it said.

It’s an interesting development for the retailer that’s usually a pureplay online vendor and clearly also reflects the increased visitor traffic being seen in London’s tourist hotspots these days.

It’s open from April 8-10 and as well as seeing and browsing the collection, “visitors will be able to immerse themselves in all-things fashion, styling and beauty”. The focus is on getting involved, with a big beauty aspect. That means how-to sessions like how to create the perfect updo, free massages, make-up masterclasses, yoga sessions, manicures, and even a calligraphy class.

Hello Fashion is also set to host talks, with Deputy Beauty Editor Elle Sixsmith talking about trend forecasting and Editor Jill Wanless hosting a Shein Style Talk session on Saturday. 

Happenings such as this are also important for giving payments specialist Klarna greater exposure to the consumers most likely to use it. AJ Coyne, Head of Global Brand & Creative at Klarna said: “Online retail has soared over the past few years but there’s something special about hosting in-person events.”

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