Global fast fashion giant Shein is set to launch its most expansive Australian retail experience so far in Sydney’s west.
The fashion platform will open the doors to its Café Shein FW25 Pop-Up at Parramatta Town Hall this May.
Running from May 8 to 11, 2025, the FW25 pop-up will stock a range of “Timeless Chic” and “Cosy Aussie Style”, according to Shein, ahead of the incoming winter season.
The pop-up will spotlight 11 Shein labels, including Romwe, Musera, Aralina, Comfortcana, Shein Bar, Shein Petite, Slaydiva, Anewsta, BizChic, and Poéselle, as well as Shein Curve+, Slaydiva Curve, Shein Bae Curve and Shein Petite Curve.
The pop-up will also serve complimentary coffee and will host on-site beauty stations.
According to Shein, key items include faux fur jackets alongside suede and leather textures.
It is not the first time Shein has launched a physical activation in Sydney. In August last year, the online fashion platform opened a showroom.
“Shein is thrilled to return to Sydney with our largest immersive pop-up activation to date,” a Shein spokesperson said.
“We’re excited to bring together our diverse fashion labels under one roof – while offering our customers a unique lifestyle destination that’s not just about shopping, but about celebrating style, beauty, and community.”
The latest pop-up adds to a raft of physical activations launched by the brand in Australia since entering the market in 2022.
In 2024, Shein recorded a 20 per cent surge in sales in Australia, hitting $1.22 billion, with its profit in the country up 30 per cent to $15 million.