Chinese online fast-fashion retailer, Shein, began exploring the physical channel in 2018 and opened its first temporary store in New York. From 4 to 12 June, the fast-fashion brand will open a pop-up store, created in collaboration with a Swedish fintech company, Klarna, in the capital of Portugal, Lisbon.

After the outbreak of the pandemic, Shein implemented the same concept of pop-up stores in different locations in the US. Last September, the brand made the leap to Europe and replicated the strategy in Paris. This year, London, Madrid, and Lisbon were the cities chosen by the Chinese retailer to open brick-and-mortar stores.

Experts estimate that Shein’s bet on temporary entity stores is just a marketing strategy that helps reinforce