Shein brings ‘brand experience to life’ with Oxford Street pop-up

The 3,700 sq ft pop-up store, which opened today, will welcome shoppers for a three-day period until Sunday, September 17.

Shein said the store provides “all the style inspiration you need for your wardrobe this season” as it showcases the retailer’s new-season fashion and homeware collections.

Customers can expect to find a range of party outfits, workwear, activewear and outerwear as well as its plus-size Curve collection.

At the back of the store, customers can also expect to find its Harry Potter-branded clothing and accessories range, as well as its latest collaboration with former Love Island contestant Paige Thorne.

The pop-up allows Shein shoppers to “immerse themselves in the brand” as well as access dedicated photo opportunities, a nail bar, a Sheglam makeup station and a personalised keyring-engraving service.

A Shein spokesperson told Retail Week: “Shein has been keen to bring our brand experience to life in the UK and it is a great opportunity for us to host an experiential pop-up on such an iconic London street.

“We have noticed huge anticipation from the customers. The minute the branding went up for the store, the build-up began and there was a long queue of shoppers waiting patiently outside before opening this morning.

“Oxford Street is incredibly important as a location as it is a hub for fashion. For Shein UK to host its largest-ever experience pop-up in such a prime location is a big moment, especially during September London Fashion Week.

“Being present on Oxford Street offers Shein immense visibility and brand recognition.”