Shein opens holiday pop-up store in Forever 21

Shein continues to make limited forays into brick-and-mortar.

The Singapore-based, global online retailer of value-prices fashions and lifestyle items opened a pop-up in Forever 21’s store in New York City’s Times Square. The “Home for the Holidays” pop-up is the latest move in the collaboration between Shein and Forever 21, which was announced in August. 

The space is filled with items from Shein’s home and gifting categories and features six distinct  rooms where customers can shop for select products and dive into a fully immersive experience. Each of the rooms highlighs a unique aesthetic, ranging from California casual to eclectic design and glam luxury. The pop-up also has has apparel and holiday gift guide sections.

As customers navigate through the space, they can engage in an interactive game to receive a score that correlates with winning various levels of gift cards. Additionally, they can capture social media-worthy moments, scan QR codes to place orders for their favorite finds, and enjoy complimentary treats along with custom tote bags.

“Through Shein 'Home for the Holidays,' we are excited to bring our home and gifting products to life with this curated experience," said George Chiao, U.S. president of Shein. "Our hope is that as customers explore each room in the space, they will see that Shein is the go-to marketplace for all lifestyle products and their one-stop shop for gifts this holiday season."

Shein has already made some forays into U.S. physical retail, opening pop-up shops in Dallas, Los Angeles and Las Vegas. 

In August, Shein acquired an approximate one-third interest in SPARC Group, a joint venture between Authentic and Simon Property Group. (SPARC is the core operating partner of Forever 21 in the U.S.)  At the same time, SPARC became a minority shareholder in Shein. As part of the deal between the two companies, Shein has the opportunity to test customer-focused experiences in Forever 21 U.S. locations, including shop-in-shops.

In October, Authentic Brands Group signed a long-term agreement for its Forever 21 banner with Shein. Under the terms of the deal, Shein will design, manufacture and distribute a line of Forever 21  apparel and accessories for men and women that will be available for sale online exclusively on Shein sites in the U.S. and parts of Europe and Australia.