Walking around Madrid these days with a Shein bag is going to be synonymous with being stopped on the street to ask you about the pop up store that the Chinese firm has just opened in the capital. And we say this from our own experience because we have been at the opening of its first store in Spain and this is what has happened.
Just a few days after it was messed up in networks by a hoax (or misunderstanding) that suggested that Shein could close in Europe, something was announced that could not paint a more opposite scenario. And it is that the ecommerce giant has opened its first physical store in our country after the success of this initiative in countries such as France, Mexico and the United States.
It will only be a few days: from Thursday, June 2 to Sunday, June 5 only, but it looks like it could be enough for them to make August because this morning, before opening its doors to the public, there was already a queue at the door. However, in trends We have been able to take an exclusive look to tell you all their secrets.
Located in the Sandoval street, 3 (in the Ephímera Space), Shein opens its doors in one of the most central shopping areas of Madrid, a few meters from the iconic Fuencarral street, where many of the shops are located (such as Zara and H&M) which it is challenging with his clones (even more) low cost.
Industrial style with art deco touches (the space was formerly a glass store), the theme of the store is clearly summer. With brightly colored neon lights, paradisiacal photocalls and changing rooms like a beach hut, its walls contain everything we need to equip ourselves for the summer season.
Although there are mostly women’s clothing, swimwear and shoes, there is also a small selection of accessories, bags and lingerie, as well as men’s clothing in stock. Of course, we will have to be very sure of our purchase before going through the checkout since no refundssomething that is not usually to the liking of any client.
Although what we did like a lot, and that will help to get it right with the purchase, is that the labels of the garments include a catalog photo of how it should be placedin addition to a QR code that takes you directly to the Shein website in case you need more information or order a size online that has sold out.
For obvious reasons of space, since this pop up shop it only occupies 300 square meters and the brand’s online catalog is huge, we will not find beauty or household products, among many other sections of the web and that we have missed a lot during our visit. However, the garments that do exist are select and the fact that quantity has not been chosen makes the shopping experience easy and pleasant. Something that is appreciated.
The store staff are very friendly and easy to recognize in their black uniform with the Shein logo in white. However, the testing area is not very extensive… we predict long queues. In general, due to the fury that we know the signature generates, we recommend going first thing in the morning if we get overwhelmed easily and want to avoid crowds since space is limited.
Founded in 2008 by Chris Xu, in Nanjing (China), Shein currently reaches consumers in more than 150 countries around the world after growing exponentially in recent years. Although they have not done so without criticism since the firm has been pointed out by the environmental impact of your business model, resorting to the use of polyester in most of its garments to achieve its characteristic low prices.
In fact, this is something that we have been able to verify first-hand by having the products in front of us and that is that the quality is not geared to withstand multiple seasons’ washing. Sometimes it gives the feeling that not even those of a single. In other words, it will be a store that will please only those customers who prefer quantity over quality and, especially, those who have a very tight budget.
It is undeniable that the firm is living its golden age, with sales that reached 10,000 million dollars in 2020, far exceeding what Inditex sold on its online platform (6,612 million euros), and with United States in the lead as its largest market. According to Mingjie Zhao, Shein’s marketing director, on the occasion of this opening, from the headquarters “love” how “the Spanish public appreciates the brand”. Something that we do not doubt will be noticed this weekend at 10 am. at 10 p.m. and 11 a.m. at 8 p.m. on Sunday.
Photos | Shein