Shein’s offline popup store debut in the Philippines

Oct 27, 2022Updated May 25, 20251 min read

Chinese fashion retailer Shein has opened its first pop-up store in the Philippines, seeking to build brand awareness in the market.

An opening took place last week at Ayala Malls Manila Bay, featuring a fashion runway, partnerships with Alipay+ and its e-wallet partner GCash and Filipina actress Belle Mariano, its newly appointed local brand ambassador.

Pureplay online retailer Shein was founded in 2008 by Chris Xu and is recognized for its low-cost clothing. The company currently has customers in more than 150 nations and markets worldwide.

Statista reports that Shein accounted for 3.4 percent of desktop traffic in May of this year and was the most popular site in the global fashion and apparel category.

Shein, which aims to surpass other fast-fashion retailers like Zara and H&M, does not have a permanent physical location but has amassed millions of customers worldwide thanks to its broad selection and low pricing.

After Amazon, it is the second-most popular online buying destination for teenagers in the US. With more than 1.2 million downloads last year, the retailer ranked as the second most popular shopping app in the US App Store.

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Mei Ling Tan

Contributor · RetailNews.asia

Mei Ling Tan is the Editor of Retail News Asia, where she leads the editorial team in delivering in-depth coverage of Asia’s dynamic retail landscape. With over a decade of experience in business journalism, Mei Ling is known for her sharp analysis, deep industry insights, and commitment to uncovering the stories behind Asia’s most innovative retail brands. Before joining Retail News Asia, Mei Ling held senior reporting roles at regional business publications, covering everything from consumer trends to digital transformation in retail. A graduate of the National University of Singapore with a degree in Communications and New Media, she combines journalistic integrity with a strong understanding of evolving market forces. Outside the newsroom, Mei Ling is a frequent speaker at industry panels and a mentor for young journalists.

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