Fast Fashion Giant Shein to Open First Physical Store in Tokyo
- Customers at Harajuku store can try products before buying
- Shoppers will order online as Shein avoids large inventories
Merchandise is displayed at the Shein Tokyo showroom in Tokyo on Nov. 11.
Photographer: Noriko Hayashi/BloombergThis article is for subscribers only.
Online fast-fashion behemoth Shein will open its first ever permanent physical store on Sunday, setting up shop in one of Tokyo’s most-popular areas as it seeks to live up to a lofty valuation that’s been shaken by slowing sales growth and concerns about its environmental and social impacts.
The two-story showroom, decorated mostly in gray tones, is located in Cat Street, an alley that runs between Harajuku and Shibuya and is a haven of culture and fashion. The 200-square meter venue has three changing rooms and a photo booth for shoppers to capture their outfits, and will also showcase bags and cosmetics, according to the company.