LONDON — Online fast-fashion retailer Shein is courting brands like toothpaste conglomerate Colgate-Palmolive and toymaker Hasbro as it tries to sell more household names on its platform.
A person walks past an advertisement for Shein, in London, UK, March 8, 2024.
"Everybody associates Shein with fashion, but we are doing all verticals," Christina Fontana, senior director of brand operations for Europe, Middle East and Africa at Shein, told delegates at a conference in Paris on April 17."Our consumers want brands, if that's what they're looking for, that's what we're going to give them."
But the company's growth has brought new complications, including new EU rules requiring it to police its platform for illegal or harmful products. "If Shein wants to compete as a trustworthy reputable marketplace platform, it really needs endorsement from well-known Western brands," said Xiaofeng Wang, e-commerce analyst at Forrester in Singapore.In a Zoom webinar aimed at potential sellers in the United States on Thursday, Shein's head of seller marketing Claire Lin pitched an opportunity for brands to reach millions of shoppers and "supercharge" sales.
Home, electronics, and beauty & health are currently top-performing categories, she said, and the only category Shein does not offer is food and beverages. Jayn Sterland, UK & Ireland country manager at Weleda, said the Swiss cosmetics brand was not considering selling on Shein directly.
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