SHEIN, a global e-retailer of fashion, beauty and lifestyle products, has officially opened its Europe, Middle East and Africa (EMEA) headquarters in Dublin.
The new Dublin office will host SHEIN’s strategic IT hub for EMEA and will function as the heart of SHEIN’s operations in the region, generating 30 new jobs initially.
SHEIN’s new operation will hire for roles in data analytics, security engineering, finance management and legal, as well as expanding SHEIN’s graduate programme in Ireland.
“We look forward to contributing to the growth of the local economies and to supporting local communities”
As part of SHEIN’s efforts to empower local entrepreneurs, SHEIN’s in-house fashion incubator programme, SHEIN X, has collaborated with 390 designers and artists across EMEA since its launch in January 2021.
It has supported them in their aspirations of launching a fashion collection by providing them with the knowledge, experience, network and global sales channel, so that they can focus on what they do best – create. SHEIN aims to continue to grow this number in the coming years.
Locate in Ireland, grow in Europe
“I am delighted to launch our EMEA headquarters in Ireland. Ireland’s pro-business environment and great access to talent make it an excellent hub for companies, including SHEIN, to manage and grow our business in the region,” said Leonard Lin, global head of Government Relations at SHEIN.
“Our Dublin office opening marks an important milestone in SHEIN’s growth in EMEA – which is one of our most important markets. We look forward to contributing to the growth of the local economies and to supporting local communities.”
In 2023, SHEIN plans to host around 30 pop-ups around the EMEA region, with the next Ireland pop-up happening from May 12 to 17, 2023, at Opera Lane, in Cork. Last year, SHEIN’s pop-up at Jervis Shopping Centre, Dublin, attracted over 4,000 visitors per day.
These pop-ups form an integral part of the SHEIN business model, allowing consumers to experience products first-hand as well as allowing the brand to engage with consumers.
SHEIN’s nearshoring strategy has also seen three new distribution centres opening across EMEA in 2022, including a 40,000m2 distribution hub in Wroclaw, Poland, as well as centres in Italy and the United Arab Emirates, growing its nearshoring bases in EMEA to eight. By nearshoring its distribution hubs, SHEIN aims to improve the speed of fulfilment in the region. Both initiatives are prime examples of SHEIN’s dedication to offering the best customer service and experience for consumers in EMEA.
“The arrival of SHEIN in Dublin is a welcome addition to Ireland’s IT sector along with their plans to hire 30 people by the end of 2023,” said IDA Ireland CEO Michael Lohan.
“Ireland is an ideal location in terms of talent and experienced resources from which SHEIN can grow and expand their offering in Europe. I wish them great success here.”