Global e-commerce giant Shein pops up in Brisbane

Global online fashion and lifestyle retailer Shein unveiled its sixth Australian and first Brisbane pop-up store this week, less than two years after it launched its first pop-up down under in Victoria.

Brisbane shoppers will have until Sunday afternoon to see what Shein has described as an “unique immersive shopping experience” for themselves.

The Shein Beach Club pop-up store will be held at the Brookside Shopping Centre in Mitchelton on Friday, Saturday and Sunday, from 9am until 5pm.

An Instagrammable ball pit, a beauty bar for makeup tutorials featuring SHEGLAM products, as well as a showcase of four individual Shein collections will be available for shoppers to browse at the Brisbane pop-up.

A Shein spokesperson told SmartCompany the response has been very encouraging so far. 

“We look forward to bringing more of our immersive shopping experience to our Australia fans in 2024, starting with Brisbane,” the spokesperson said.

“Through our local team’s interaction with our customers, we found that shoppers really enjoy engaging with the Shein brand in person.

“It gives them the opportunity to touch and feel the products before purchasing, learn more about the Shein brand, and share what resonates and what does not work. 

“We launched the first Shein pop-up in Melbourne and then moved up to New South Wales – it felt timely for the Queensland region to also dive into the unique Shein shopping experience, specially curated for the Brisbane community.”

Inside the Shein pop-up shop in Brisbane. Source: supplied.

The brand’s Brisbane pop-up store comes after Shein held its first Australia pop-up in Melbourne back in May 2022, which featured its Autumn Winter 2022 collection. 

Since then the retailer, which was founded in China in 2008 and is headquartered in Singapore, has held five more pop-ups across Sydney and Melbourne.

When asked what shoppers can expect from the Brisbane pop-up, the spokesperson said shoppers will enjoy a range of exclusive experiences and immersive offerings in a “one-stop-shop”.

“The pop-up will showcase our wide range of on-trend, affordable, size-inclusive apparel and accessories for all genders and ages,” they said. 

“As well as some of Shein’s newest collections across beauty, home, shoes and even cute outfits for pets.

“Every pop-up features different themes – this time it is all about the sun-kissed beaches in Australia – but our customers will always be able to shop the biggest trends and our latest offerings.”

The spokesperson added that Australia is a very pet-friendly nation, which corresponds to a sustained demand for high-quality pet products such as toys and grooming accessories. 

“We also see great interest in our work with local designers and stars – such as Jessie Wynter and Alice Mccall – and we are excited to bring more of such collaborations to the Australian market,” they said. 

“Our flagship beauty brand SHEGLAM continues to garner strong sales, especially co-branded collections, including Harry Potter and Care Bears.”