THE WHAT? Shein has announced the official opening of its Europe, Middle East and Africa (EMEA) headquarters in Dublin, Ireland.

THE DETAILS The Dublin office will house the Chinese online retailer’s strategic IT center as well as function as the central hub for Shein’s operations in the region.  

The digital fast fashion label said that it plans to host some 30 pop-ups around the EMEA regions this year.

THE WHY? Leonard Lin, Global Head of Government Relations for Shein, commented “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. 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.”