Shein pushes into Europe to boost supply chain beyond China

The company has shared rollout plans for Germany, Spain, France and Italy following the opening of its EMEA headquarters in Dublin last month

Leonard Lin, global head of public affairs at SHEIN. Photographer: Huiying Ore/Bloomberg

Fast-fashion giant Shein will strengthen its presence in Europe and Mexico, including selling more locally made products, in a bid to diversify its China-centric supply chain.

The company will launch an online marketplace in Mexico this month, where products from third-party sellers can be bought alongside Shein’s own brand of €10 dresses and €12 jeans. That’ll be followed by roll outs in Germany, Spain, France and Italy, in the third quarter.