Online retailer SHEIN has officially launched its headquarters for Europe, Middle East and Africa (EMEA), holding an opening ceremony in Dublin, where the office will be based.

As part of SHEIN’s strategy in the region it said it is aiming to fill 30 key roles in the Irish office by the end of this year with a view to increasing that number as the company grows. At the ceremony Ireland’s Minister for Enterprise, Trade and Employment, Simon Coveney met with SHEIN’s Global Head of Government Relations, Leonard Lin, and other company leaders to discuss the strategy which includes filling roles in data analytics, security engineering, finance management and legal, as well as expanding SHEIN’s graduate program in Ireland.

SHEIN also plans to host around 30 pop-ups around the EMEA region in 2023 with the latest Irish pop-up currently happening at Opera Lane, a popular shopping street in Cork City.

According to the company, such pop-ups are an integral part of the SHEIN business model as they allow consumers to engage with the brand and experience products first-hand. At a pop-up in Dublin last year, it said it attracted over 4,000 visitors per day.

SHEIN’s nearshoring strategy also saw it open three new distribution centres across EMEA in 2022, including a 40,000m2 distribution hub in Wroclaw, Poland, as well as centres in Italy and the United Arab Emirates. This has brought its total number of nearshore bases in EMEA to eight. By nearshoring its distribution hubs, SHEIN said it seeking to improve the speed of fulfilment in the region.

Said Leonard Lin, Global Head of Government Relations for SHEIN said: “I am delighted to launch our EMEA headquarters in Ireland. 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.”

Image from Shein Group