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Shein to Open First Brick-and-Mortar Showroom in Tokyo

Fast-fashion eCommerce retailer Shein is reportedly preparing to open its first brick-and-mortar location.

The two-story showroom is to open in Tokyo Sunday (Nov. 13), Bloomberg reported Thursday (Nov. 10).


Located in the Harajuku district, a popular destination for fashion-oriented shopping, the Shein store will include bags and cosmetics as well as apparel, according to the report. It has three changing rooms, features a booth in which shoppers can take photos of their apparel and may also become a venue for events.


The showroom is designed only to let shoppers try on the products, though. If they want to make a purchase, they will scan the product’s QR code, go to Shein’s website, and pay and arrange for delivery there, the report stated.


This is in keeping with Shein’s strategy of stocking only small inventories throughout its operations so that it can minimize the cost of supplying products, keep prices low, gauge consumer demand for particular items and respond quickly to changing trends, according to the report.


The report comes after news of several other projects and facilities undertaken by Shein in several countries around the world.


For example, the company is piloting a B2B program in Brazil that allows brands to offer their products for sale on the Shein platform. The trial program began in March and is now handling 50,000 orders a day in Brazil.


In addition, Shein announced Nov. 1 that it had opened a new Canadian corporate office and its first distribution facility in the Greater Toronto Area (GTA) to cut shipping times to its customers across Canada.


The retailer also recently announced an expansion of its United States distribution facility in Indiana, its opening of a new facility in Poland and its plans to open two additional facilities in the U.S. in 2023.

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