Shein will open its first permanent physical location in Tokyo later this month, according to a variety of news reports.
This is a shift in strategy for the Chinese fast-fashion brand, which has thus far been a digital-first retailer which occasionally opens pop-up stores.
The new store, which measures about 2200 square feet over two stories, will open Nov. 13 in the city’s Harajuku fashion district, according to reports from Reuters and others. Instead of a typical store, it’s being described as an “event space” which will allow shoppers to browse clothing and buy online through the use of QR codes. It’s unclear if there will be any option for traditional in-store transactions.
The retailer has also stirred controversy due to concerns over its environmental impact and treatment of workers in China. Earlier this year, online store ThredUP offered new customers a discount if they pledged not to visit a Shein pop-up store in San Francisco.