Shein is set to launch a new pop-up store in Toronto this spring, following the success of previous activations in Canada over the past year, the company says. With a new hands-on experience, the brand wants to emphasize that it is more than a fashion brand.
Located in Toronto’s Eaton Centre, the pop-up store is inspired by luxury boutiques and combines winter’s sombre tones with the brand’s lively spring collection. The venue showcases a selection of the brand’s Canadian lines, such as Maija, Dazy, Shein Mod and Shein EZWear, as well as accessories and other household and pet products accessible on the ecommerce platform.
To enhance the shopping experience, the pop-up will offer various incentives, including 30% discounts on select purchases, exclusive gifts with purchases and newly launched gift cards with temporary in-store and online discounts. The brand has also partnered with the non-profit Soles4Souls to collect clothing donations at the store. Customers who donate will receive a $2 discount.
Shirley Yuan, head of marketing at Shein Canada, tells MiC that the company’s goal is to give Canadians a deeper understanding of its extensive product offerings – which extend beyond clothing – through an interactive experience.
“While many first discovered us through fashion, Shein is now a multi-category destination, offering everything from women’s and men’s apparel to home, kids, accessories, sports, beauty and pet products,” Yuan says. “This activation will reflect that shift, giving shoppers the chance to explore curated selections across multiple categories in one seamless experience.”
Yuan notes that pop-ups play a crucial role in facilitating face-to-face interactions between the brand and its customers, while strengthening ties with Canadians. By transcending the digital realm, pop-ups also enable customers to engage with Shein’s collections in a tangible way. “Think of it as meeting your online best friend in real life,” she says.
Yuan says the new pop-up also builds on the success of previous activations in Canada, such as the fashion truck at different campuses in Ontario and the bubble-themed pop-up at music festivals in Toronto and Montreal, which attracted “thousands of visitors” and generated “high engagement” both in the online store and on social media.
The brand also saw an opportunity with the sales it has generated with the Trend Shops, a section within the app that features virtual stores from emerging brands and designers, as well as influencers and celebrities. “The pop-up will bring some of our top-performing stores to life (Trend Shops), featuring a highly curated selection, interactive moments, exclusive giveaways and limited-time discounts,” Yuan says.
“Expanding our reach with this broad customer base is key to our growth, as shoppers today expect more than just online convenience – they want a brand that seamlessly fits into every aspect of their lifestyle,” she adds.
Pictured is a past activation in Montreal
