In Picture: Shein’s first ‘shoppable’ pop-up in Antwerp
she in is back in Antwerp this week, from September 27 to October 1, with a pop-up shop. Unlike last time, customers can actually buy there this time.
First real store
For the second time, the Chinese clothing webshop Shein (pronounced She In) pops up in the Antwerp shopping streets. After a pop-up at the Meir last June, the ultrafast fashion player now presents (a fraction of) his autumn collection in Schuttershofstraat. The boutique, which is Instagram-friendly with feathers and reeds for the occasion, houses the women’s, men’s and plus-size collections, as well as products from Sheglam, Shein’s cosmetics brand.
What is new is that customers can actually buy there this time. This time it turned out to be a showroom, where shoppers could take the clothes with passengers, but could take previous ones directly. Ordering went through the fashion discounter’s webshop, so wait until their packages came from China.
Although there were long queues for the pop-up showroom, this was a disappointment to the target group of teenagers and twenty-somethings. So for the first time, it is now a real pop-up store. It is not surprising that it is also very busy in the store this time. A weekend earlier, Shein opened another pop-up in Amsterdam, but then it was just a showroom.
Stay informed
Receive our free newsletters and don’t miss out on the latest retail news.
Subscribe
Shein is back in Antwerp this week, from September 27 to October 1, with a pop-up shop. Unlike last time, customers can actually buy there this time.