Online fashion retailer Shein is opening 30 pop-up stores this year to rival the likes of high street giant Primark.
The temporary stores will open across the EMEA (Europe, the Middle East and Africa) region.
Shein was founded in China by entrepreneur Chris Xu in October 2008 and currently ships to 150 countries worldwide.
The brand was valued at £81billion in April 2022.
But shoppers normally have to rely on pictures and reviews online before they purchase any clothes from Shein, as it doesn't have permanent physical stores.
Shein hosted a pop-up in Ireland this week, from May 12 to 17, 2023, at the Opera Lane, in Cork.
The Chinese fashion company also opened the doors to temporary stores in Birmingham, Bristol and Cardiff earlier this year.
Each of the stores were open for roughly two days.
Shein hasn't announced yet where its next pop-up store will be, or the date of its opening.
“These pop-ups form an integral part of the Shein business model, allowing consumers to experience products first-hand as well as allowing the brand to engage with consumers,” the brand said in a business announcement posted online.
Shein said its temporary shop at the Jervis Shopping Centre in Dublin last year attracted over 4,000 visitors per day.
It comes after the company opened a new EMEA headquarters in Dublin, creating 30 jobs in the process.
Shein reported annual revenue of $22.7billion last year and is projected to achieve annual revenue of $58.5billion in 2025.
The online retailer also said it expects its profits to increase to $7.5billion.
Shein 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.”
It comes after rival Boohoo opened its debut pop-up shop in London last month, at 6-10 Great Portland Street.
The store was open for two days to showcase its latest spring collection.
Shoppers could also enjoy personal styling sessions with stylist Georgie Gray, as well as a beauty corner, which offered blow drys and brow treatments.
Boohoo previously opened a pop-up store in New York back in 2014.
