Shein Returns to Oxford Street with New Pop-Up as It Mulls China Comeback

Online fashion platform Shein has announced the opening of its second temporary store on London’s Oxford Street from September 26th-28th, as it explores returning its headquarters to China and after multiplying its UK sales by up to 32.2%.

Shein will showcase the autumn-winter 2025 collection, as well as accessories and home products, in Future Stores, an interactive and immersive retail space located at 25 Oxford Street measuring approximately 435 square meters.

The group’s first pop up on the London street took place in September 2023, coinciding with London Fashion Week and showcasing products from its makeup line, Sheglam, as well as sportswear and homewares, among others.

Shein is considering returning its headquarters to China, after three years operating in Singapore

Shein will run this temporary store while it studies repatriating its Singapore headquarters to China, with the aim of making it easier for the country’s stock exchange regulatory authorities to accept its jump to the Hong Kong Stock Exchange, Bloomberg reported in mid-August.

The Asian ecommerce giant has already tried several times to make the jump to the stock exchange, first in New York and London. The decision, which has not yet been confirmed by the company, would mean a return to its home country, where it was founded in 2012. Since 2022, however, the company moved its headquarters to Singapore, although it maintains a large part of its supply chain still in China.

The company has multiplied its sales in the country by as much as 32.3%, as gathered by Reuters through a document filed with the British registry by the company last August. In the United Kingdom alone, the Chinese company achieved a turnover of 2.05 billion pounds ($2.77 billion). Although Shein does not publish its global results, the United Kingdom is currently the company’s third largest market, behind only China and the United States.