business

TikTok sensation Shein sets up EMEA headquarters in Dublin

Chinese fast fashion business plans to hire 30 people in Ireland before the end of the year

Simon Coveney, the Minister for Enterprise, Trade and Employment, said the decision by Shein was a vote of confidence in Ireland’s FDI policy. Picture: IDA

Shein, a Chinese e-commerce fast fashion business, opened its headquarters for Europe, the Middle East and Africa (EMEA) in Dublin on Thursday, with plans to hire 30 people in Ireland this year.

Shein (pronounced she-in) is a heavily data driven business, adding up to 6,000 new products to its website in a single day. The company uses analytics to spot social media and market trends, allowing it to crush competition with its own products rapidly.