Shein’s Expansion Beyond Fashion: Skincare, Toothpaste and Toys on the Horizon

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Shein, an online fast-fashion retailer, wants to expand its offerings beyond clothing and accessories. Reuters reports that the retailer is now courting brands like toothpaste conglomerate Colgate-Palmolive and toy maker Hasbro as it tries to sell more household names on its platform. This move aims to enhance its credibility and compete more effectively with giants like Amazon.

At a recent event in Madrid, Shein showcased its marketplace services alongside renowned brands such as Colgate-Palmolive, Hasbro, Suntory Beverage & Food, and Bella Aurora. Christina Fontana, senior director of brand operations for Europe, Middle East, and Africa at Shein, comments on that saying that the reason for these efforts is the company’s commitment to diversifying into various product categories based on consumer demand. She stated that the decision to include other brands stemmed from observing customers searching for them on Shein’s platform, reports Reuters.

Currently, Shein’s marketplace operates in nine European countries, including Britain, France, Germany, Italy, the Netherlands, Poland, Portugal, Spain, and Sweden. However, according to e-commerce experts, the success of these marketplaces in competing with Amazon and AliExpress will hinge on the brands they can attract. As Xiaofeng Wang, an e-commerce analyst at Forrester in Singapore says, “If Shein wants to compete as a trustworthy reputable marketplace platform, it really needs endorsement from well-known Western brands”.