ONLINE fashion retailer Shein has opened a brand new pop-up store in Birmingham, selling everything from homeware and make-up to vibrant party dresses for a night out.
While they previously tested out two temporary locations in London, this is the first time the brand has ventured out of the capital in a bid to win over a loyal customer base.
Located in The Bullring, fashionistas queued up for nearly an hour before the opening time at 10am in hopes to get first pick on stock across two floors.
With racks on racks of a curated selection of clothes, shoppers could easily walk out with bags of items.
But on the off chance that a size isn’t available, Shein has ensured each item features a QR code to enable omnichannel shopping, which means customers can scan the barcode to order it online.
Using the hashtag ‘Shein for all’, the brand has homeware items like vases, make-up and perfumes on display blocks as well as a dedicated range for plus size women.
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The store is also offering complimentary manicures and give away opportunities while their doors are open.
As part of the Sheinintheknow initiative, they've also placed signs around the store to give shoppers additional information about the brand.
One such sign, according to Charged, stated that 58 percent of Shein’s global workforce is female, while 40 percent of the senior management team are women.
Meanwhile, a statement on the pop-up reads that they're “passionate about connecting with their loyal brand following and are pleased to be able to offer their customers the opportunity to immerse themselves in a brand experience in person for a limited time”.
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Shein had a lavish launch party the night before, where celebrities like Danielle Lloyd and The Circle’s Manrika Khaira attended.
Taking to her TikTok account to show exactly what it’s like inside, Manrika said the store is “so Instagram worthy” with huge mirrors and some of Shein’s “best lines out there”.
Panning the camera across the different rooms, she unveiled the bubble-like balloons that adorned the top of each clothing rack and blocks with SheGlam cosmetic items on them spread around.
“There’s everything in there from warm dresses to strappy dresses to swimwear and the store just looks absolutely amazing,” she said.
Manrika said she picked up a few oversized T-shirts, a strappy green tight-fitting dress as well as a black skirt. She also picked up a few lipsticks and primer from the brand.
People were quick to comment on the video, with one person asking: “Are the prices the same as ordering? X,” to which Manrika replied: “Yes xxx”.
Another asked what the sizes were like as Manrika explained they have a “huge range”.
And others vowed to go and see what they have in store for themselves as one person shared: “well be rude not to visit when we go Saturday…” [sic]
Shoppers can visit the Shein pop-up store at SU739 Upper Mall East, The Bullring, Birmingham from March 24 to 26.
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