Dive Brief:
- Following its distribution deal with Forever 21, Shein has created a “Home for the Holidays” pop-up shop within the Forever 21 store in New York’s Times Square, the fast-fashion brand announced Thursday.
- Complete with gifts and home goods, the pop-up features six distinct rooms representing different aesthetics and an interactive game where customers can play to earn gift cards. Visitors can also scan QR codes to place orders for products and receive complimentary treats and tote bags.
- In addition to the six rooms, the pop-up has apparel and holiday gift guide sections, according to the announcement.
Dive Insight:
With its new pop-up, Shein is deepening its relationship with fellow fast-fashion retailer Forever 21. In August, the two companies agreed to distribute one another’s products across their respective physical and digital channels. They also recently entered a long-term deal to launch a co-branded clothing and accessories collection.
“Through Shein ‘Home for the Holidays,’ we are excited to bring our home and gifting products to life with this curated experience,” George Chiao, U.S. president of Shein, said in a statement. “Our hope is that as customers explore each room in the space, they will see that Shein is the go-to marketplace for all lifestyle products and their one-stop shop for gifts this holiday season.”
In addition to partnering with Forever 21 to widen its distribution, Shein also made a recent leadership change. Last month, Shein appointed Marcelo Claure as its group vice chairman, a role in which he will oversee the company’s strategic growth initiatives. The fast-fashion retailer is also reportedly preparing for an initial public offering and aiming for a valuation between $80 billion and $90 billion, Bloomberg reported last week.
