Shein, China brand expands Singapore business

17 February 2022, Mumbai:

China's Shein is expanding its Singapore office after making a Singapore firm its de facto holding company, according to a report by Reuters

Starting in 2008 in Nanjing, Sheinde-registered its main business last year. Singapore-registered Roadget Business Pte, which lists Xu and three others as its representatives, has been the legal entity operating Shein's global website, Singapore filings show.

Roadget also now owns Guangzhou Shein International Import & Export Co as well as Shein's trademarks that were transferred from Hong Kong's Zoetop Business Co, which had been involved in intellectual property disputes with global brands.

In addition, Shein's company profile page on LinkedIn shows Singapore as its headquarters.

Shein, which was valued at about $50 billion in early 2021, produces clothing in China to sell online in the United States, Europe and Asia.

The company aims to quadruple the number of its Singapore employees to around 200 by the year's end.

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It is currently advertising for government relations associates as well as for staff for human resources, marketing and IT. It is expanding its Singapore offices to support the firm's growth in the Southeast Asian market.

Despite fierce competition, Shein has become one of the world's largest fast fashion marketplaces by targeting the social media-savvy "Gen Z" generation, making heavy use of influencers and discount codes.

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