Shein chooses Tokyo for its first permanent store in the world

Fast fashion retailer Shein is set to open its first permanent store in the world – in Japan’s capital Tokyo.

The store, located in the bustling fashion precinct of Harajuku, will open on November 13.

Shein’s first brick-and-mortar store will display items and styling that caters to the Japanese market. Spanning 201sqm and two storeys, the store features three fitting rooms and an Instagrammable photo booth.

Customers can purchase products by scanning the QR code on the tag through the Shein app. However, they cannot purchase on the spot at this store – the products are shipped to their home or office.

The store announcement follows the launch of the Shein Osaka pop-up store, which will open for three months until January 27. Located in the western metropolis of Osaka, the pop-up store houses nine fitting rooms and displays about 800 items, ranging from men’s and women’s wear to home and pet products.

Founded in 2008, Shein sells online in more than 150 countries and regions, mainly in the US and Europe, but not its home market China, where it produces its clothing. In February, the company shelved plans for its US market listing, according to Reuters.