First look: Shein’s London Christmas pop-up store

Today, Shein opened the doors of its London Christmas pop-up experience to the public, as the fast fashion giant continues to expand its physical retail strategy.

In a release, the brand said: “With Christmas just around the corner, Shein’s latest pop-up experience is here to provide you with all the style inspiration you need this winter season.”

Charged went down and visited the store, located at The Stables, 25 Shelton St, West End, London, to see what was on offer for shoppers.

The pop-up has two floors, with both upstairs and downstairs showcasing Shein’s curated picks of the season – from winter warmer favourites to statement partywear.

The space also features a hot chocolate station and manicure bar, with a nail machine that can print designs directly onto the nails – both of which customers can enjoy for free.

Each piece of clothing features a SKU number to enable omnichannel shopping, allowing customers to simply scan the barcode and order the item online if it is not available in their size.

Shoppers can also find out more about the Shein X initiative, which champions young and emerging designers, by reading the information posters.

Shoppers Reo and Megan were first in line when the store opened at 10am and were curious to check it out, as fans of the brand and having never visited a pop-up event before.

“We both thought – instead of shopping online and waiting for delivery – we could just buy things today,” Reo said.

“Shein is great because it’s cheap and not bad quality, or it’s what you expect for the price.”

The space also features a dedicated area for SheGlam, Shein’s makeup collection.

After perusing the racks of clothes, customers can head downstairs, to shop more items and try out a 360 degree machine which twirls around them and records a fun clip that can be shared on social media.

According to the ecommerce company, its collections allow customers to “enjoy on-trend and style led pieces for an affordable price” no matter their style, size or shape.

This Shein edit has been curated to offer shoppers the opportunity to “look and feel their best this Christmas.”

The Shein pop-up store will be open for a limited time, from December 2 to 4, to kick off the festive season.

The news follows Shein’s last pop-up store, a two-day event launched back in September, in conjunction with London Fashion Week.

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