Shein
SHEIN Global Holdings · China
Shein is a global online fashion and lifestyle retailer founded in China in 2008 by Xu Yangtian and now headquartered in Singapore. It is known for an on-demand model that tests small batches and reorders what sells. Its shares began trading on the Hong Kong Stock Exchange on 1 September 2026.
| Founded | 2008, Nanjing |
|---|---|
| Founder | Xu Yangtian (Sky Xu) |
| Chief executive | Xu Yangtian |
| Headquarters | Singapore |
| Listing | Hong Kong Stock Exchange, since September 2026 |
| Model | On-demand online fashion and marketplace |
| Website | shein.com |
What is Shein?
Shein is an online-only retailer selling low-priced clothing, footwear, accessories, beauty and home products through its website and app. Its corporate site describes it as a global online fashion and lifestyle retailer. According to the company's listing materials summarised by Deloitte China, it served about 273 million active customers in around 160 markets in 2025.
History
The business was founded in Nanjing in 2008 as ZZKKO by Xu Yangtian, also known as Sky Xu, who remains chief executive. It was renamed Sheinside and then Shein in 2015. Starting as a cross-border reseller, it built its own supplier network around Guangzhou from about 2012. The company moved its headquarters to Singapore in 2021 to 2022. After plans for a London listing stalled, Shein listed on the Hong Kong Stock Exchange on 1 September 2026, raising about HK$13.6 billion. In May 2026 it agreed to acquire the US brand Everlane.
Products and positioning
Shein's range is led by womenswear and also covers menswear, kidswear, shoes, bags and cosmetics. It competes on price and breadth, with millions of styles available.
Business model and distribution
Shein says it responds to customer demand rather than trend forecasts. Products are launched in small initial runs, often around 100 pieces, and reordered only when they sell. Since 2022 it has also operated a marketplace where third-party vendors and brands sell alongside its own collections.
Shein and technology
The company describes a digitalised backend that connects the production cycle with its suppliers, an innovation centre for garment manufacturing using automated guided vehicles, and digital printing techniques. Data from browsing and purchases feeds its recommendation and product decisions.
Why it matters
Shein has reshaped expectations of speed and price in fashion e-commerce. It also faces sustained scrutiny over labour conditions, environmental impact, intellectual property and product safety, and the European Commission opened a formal investigation into the platform in February 2026.
Frequently asked questions
Who owns Shein?
Shein is operated by SHEIN Global Holdings, which listed on the Hong Kong Stock Exchange on 1 September 2026. Founder Xu Yangtian is its chief executive.
Where is Shein from?
Shein was founded in Nanjing, China, in 2008. It moved its headquarters to Singapore in 2021 to 2022.
