Fast fashion giant SHEIN has opened a pop-up store in Birmingham as part of its new brand-building initiative ‘Sheintheknow’, which it hopes will boost loyalty and awareness. The Birmingham pop-up, is the first outside of the capital, continues this brand building.

In a bid to pursue its “physical retail strategy”, bosses have decided to open 30 more pop-up stores during the second half of this year – including in the UK. After being approached for comment, a Shein spokesperson told us: “SHEIN will host a total of 30 pop-ups across EMEA in 2023.

The Shein pop up concept is quite simplistic focused mainly on product. QR codes are utilised to inform available sizes. The designed balloon display helped create an event type feel. The bright pink fascia brings the brand away from the usual black and white to create standout.

This is a boost for retail in a time where stores are closing. The fact an online retailer is choosing to open physical retail stores for brand recognition paves the way for other online businesses to do the same.

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