Online clothing retailer Shein has announced plans to open up a host of pop-up shops in a bid to pursue a "physical retail strategy."
The fast fashion brand has been a hit with shoppers who are looking to snap up low-cost items. Currently only available online, its growing popularity has seen bosses decide to open 30 pop-up shops by the end of the year.
While the location of the brand's pop-up shops have been kept under wraps, it is believed that they will be opened somewhere in the UK, Europe and the Middle East, reports BristolLive.
This isn't the first time that the fashion chain has excited fans by opening up a physical store. It previously hosted successful pop-up shops in Bristol, Birmingham and Cardiff - where shoppers could be seen eagerly queuing around the block.
The Chinese online fashion retailer, founded in Singapore in 2008, is currently the world's largest online clothing brand and delivers to more than 150 countries worldwide. As its popularity soars, it has been expanding its presence across the globe.
This includes opening up new Dublin-based headquarters. The brand's global head of government relations Leonard Lin said: "Ireland’s pro-business environment and great access to talent make it an excellent hub for companies, including Shein, to manage and grow our business in the region.
"Our Dublin office opening marks an important milestone in Shein’s growth in EMEA – which is one of our most important markets.
"We look forward to contributing to the growth of the local economies and to supporting local communities."
News of Shein's pop-up shops comes just after an undercover Channel 4 probe discovered that some employees were working up to 18 hour shifts, while earning as little as 3p per item. The online brand has since vowed to invest 5 million US dollars (£12.2 million) in improving standards at its supplier factories, after it admitted two sites breached local regulations.
The brand said that an independent investigation was launched following the allegations of labour abuse, which found that employees based at two factories in China were working longer hours than the law allowed.
Don't miss the latest news from around Scotland and beyond. Sign up to our daily newsletter here.
