Shein is doubling down on its pop-up strategy as it looks to drive brand exposure and grow its audience.
The Chinese online fast-fashion giant, which launched in 2012 and reported annual revenue of about $22.7 billion last year, serves customers in more than 150 countries around the world — including the United States.
“We don’t have any plans right now to open permanent stores, but our customers love engaging with us online and through our occasional pop-up stores,” Peter Day, Shein’s global head of strategy and corporate affairs told Chain Store Age.
Source: ChainStoreAge
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