Reneilwe Malahlela was among nearly a hundred eager shoppers lining up for the grand opening of Shein’s first pop-up store in South Africa. This store, located in a bustling Johannesburg mall, welcomed customers on Friday, offering a variety of clothing and accessories often priced under $10.
“We like affordability because as a student in this economy, it just makes sense,” said the 24-year-old Malahlela. Dressed head-to-toe in Shein’s black leather pants, a corset, biker jacket, and a wig, she shared that she has been a loyal customer of the brand since 2020.
Shein, predominantly an online retailer, has been setting up pop-up stores worldwide to expand its reach. These temporary stores allow customers to physically experience their ultra-cheap fashions, mostly manufactured in China. The Johannesburg store, adorned in pink decor, will remain open from August 2-11.
Inside the store, a diverse crowd of young and old explored the offerings, which included tennis skirts priced at 151 rand ($8.32) and strap handbags for 73 rand ($4). For some, the pop-up store presented not just a shopping experience but a business opportunity.
“Our kids are sitting at home doing nothing. So when you come here you look at opportunities … for them to start buying in bulk and resell,” said 63-year-old Namhla Kandawaya, a pensioner holding t-shirts and a pair of khaki pants. She appreciated the chance to feel the texture of the products before purchasing, a significant advantage over online shopping.
Shein’s low prices have sparked controversy, with critics claiming the brand benefits from customs duty exemptions on low-value packages and exploits workers. However, the China-founded company attributes its success to an “on-demand business model and flexible supply chain.” Shein also emphasizes its investment of millions in enhancing governance and compliance across its supply chain.
Malahlela, representing the enthusiastic young customer base, highlighted the brand’s appeal: “We like affordability because as a student in this economy, it just makes sense.” This sentiment echoed throughout the store, where affordability and trendy styles drew a steady stream of shoppers.
Shein’s entry into the South African market through this pop-up store not only brought excitement but also demonstrated the brand’s ability to connect with a broad audience. Whether for personal use or entrepreneurial ventures, shoppers left the store with bags full of fashionable bargains, eagerly anticipating the brand’s next move in the region.
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