In the USA, Shein is rolling out pop-up stores within Forever 21 stores. While the offer is a mix of fashion and home decoration, the group told mind Retail about the 2023 results of the pop-up strategy, both in terms of numbers and footfall.
Following Shein’s acquisition of a 30% stake in SPARC Group last August, both companies are implementing the logical next step. After opening a pop-up in October in a Forever 21 store in the Ontario Mills mall in Los Angeles (owned by Simon Property), Shein took space in the Times Square fashion store, just before Black Friday. This pop-up store, called “Home for the Holidays”, has been created in the basement of the Forever 21 store over four days (from 9 to 12 November, opening hours :...
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