Johannesburg, South Africa – July 24th, 2024 – Global online fashion giant Shein is bringing its trendy styles to South Africa with a temporary store opening in Johannesburg this August. The pop-up aims to boost brand awareness and offer a unique shopping experience for South African customers familiar with Shein’s online offerings.
This move comes as Shein, known for its ultra-affordable clothing, aggressively expands its reach worldwide. The company, alongside competitor Temu, has seen a surge in popularity with the rise of online shopping post-pandemic. However, Shein has faced criticism for potentially exploiting tax loopholes through its business practices.
“This pop-up allows our South African customers to experience our products firsthand,” Shein said in a statement. “While we’re primarily an online retailer, this is a chance for them to see the quality and feel of our clothing, as well as interact with our local brand ambassadors.”
The pop-up, running from August 2nd to 11th, will function more as an “exhibition space” according to Shein’s South African Instagram account. Shoppers can try on clothes and lifestyle products, but will need to order them online at a discount. Local influencers have also been enlisted for a pre-opening marketing campaign.
This expansion into physical retail has drawn the ire of some South African businesses. Brick-and-mortar and online competitors have called on regulators to impose a flat 45% import duty on all clothing, regardless of price. This move aims to create a more level playing field for businesses operating within the country.
Shein, reportedly planning an initial public offering in Britain, relies heavily on a network of Chinese suppliers. These suppliers produce small initial orders and scale up production based on demand. The company maintains it is working with South African regulators to ensure compliance with local laws.
“Tax measures like these wouldn’t significantly impact our business model or the competitive prices we offer,” a Shein spokesperson told Reuters. “Our technology-driven, on-demand approach and flexible supply chain are what keep our prices low for customers.”
