Store gallery: Inside Shein’s 'vibrant' latest pop-up in Barcelona

The new 8,600 sq ft store marks Shein’s fourth time popping up in the city of Barcelona and the store will welcome shoppers for a nine-day period.

Shein’s new store offers shoppers a variety of products across womenswear, menswear and kidswear, alongside a “limited” offer of beauty products and home gadgets.

The store is said to have “greater emphasis on themed spaces and entertainment”, and features a pool of coloured balls, games machines and a DJ providing entertainment at selected times.

Shein’s pop-up also features a beauty corner with a “professional providing advice to customers”, alongside a personalisation zone where shoppers can have their products customised.

KISS Retail Management Consulting chief executive Magda Espuga visited the pop-up exclusively for a World Retail Congress report and said of the store opening: “With this store, the company clearly aims to deliver a new concept of shopping experience, going beyond the online universe to connect the brand with its consumers, as well as to improve its image awareness, while creating buzz in social media.

“Besides a colourful and impactful store design, the store is full of communication inviting to download its app, as well as to explain the brand ethos. It was particularly interesting to see how they are communicating about sustainability, production on demand to avoid stock surpluses, ethics and social responsibility, probably as a response to the harsh criticism received in many countries.

“The store was vibrant and full of visitors, with many tourists due to the location in one of the busiest areas of Barcelona, but who were clearly already familiar with the brand, and were enjoying themselves and browsing.

“Shein’s physical store execution was better than its initial pop-ups, but there is still room for improvement, mainly for non-fashion products with which the brand wants to start being perceived as a marketplace of other categories.

“Although for now, it seems that its priority is to use this physical channel to generate more brand trust and buzz, there is no doubt that the store arouses curiosity due to the high awareness and penetration of its online concept thanks to the attractiveness of its aggressive low prices.”