Chinese fast-fashion retailer Shein is set to launch its global integrated marketplace in the United States, ahead of an international rollout. The marketplace will host third-party local and international brands alongside its own branded apparel.

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Sky Xu, CEO at Shein, said in a statement: “Shein is committed to delivering the best shopping experience for customers and empowering the communities where we operate while doing so. By bringing new sellers onto Shein Marketplace that are aligned with our vision of making the beauty of fashion to all, we are creating increased value for our customers while enabling local businesses to grow with us.”

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The marketplace will enable sellers to learn from the brand’s insights and benefit from the company’s on-demand production and demand measurement capabilities. Merchants will also have access to the Chinese company’s international consumer base, product fulfilment process, and global brand marketing and social channels.

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The expansion plan comes as Shein faces growing scrutiny over its business practises, including sourcing strategies. According to a letter obtained by Reuters, a bipartisan group of two dozen US representatives recently asked the Securities and Exchange Commission to halt Shein’s planned initial public offering until the company can demonstrate it does not use forced labour.

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The US launch of Shein Marketplace follows its successful launch in Brazil last month. The company is now looking to expand its reach to other countries.

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The launch of Shein Marketplace in the US is a major step for the Chinese fast-fashion retailer. It will be interesting to see how the company responds to the allegations of forced labour and how the marketplace will be received by US customers.

Sources
Sources: https://internetretailing.com.au/shein-to-launch-global-integrated-marketplace/