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Shein plans pop-up store in Paris


Chinese fashion e-tailer. Shein, has decided to open a temporary physical store in Paris during the forthcoming fashion week.

The Shein Studio store will be open between September 29 and October 2 at 13 rue Jean Beaussire. It will feature the latest fall/winter novelties in ready-to-wear, accessories, lingerie and beauty products, as well as the Curve collection (with sizes ranging from XL to 4XL), Shein's premium line Motf, and collaborations with influencer Stephanie Durant and French R&B singer Wejdene.

Before Paris, Shein will make an appearance in New York on September 26, where it will stage the ‘Rock the Runway’ show, featuring live music, dancing and fashion collections. A year ago, Shein staged a first digital show that was broadcast worldwide, and in 2019 it opened pop-up stores in Paris and Marseilles. The e-tailer is especially keen to highlight the design content of its range, and this year it has launched Shein X, a program to support emerging designers. According to Forbes, Shein’s annual sales are worth $10 billion, and the e-tailer, first set up in 2008, is gradually eroding the market share of traditional fashion retailers. For example, between March and May 2021,Shein overtook Kiabi to become the leading player on the women’s ready-to-wear market in France, as per data by Kantar.