Shein, founded as ZZKKO in Nanjing, China, in October 2008 by Chris Xu, is a global online fast fashion retailer. The company is now headquartered in Singapore. Shein specializes in fast fashion, offering a wide range of affordable apparel, accessories, and other fashion items primarily targeting Gen Z and younger Millennial consumers. Chris Xu remains the CEO, with Donald Tang serving as the Executive Chairman. Other key executives include Molly Miao (CMO) and Leigh Gui (CFO).
Shein has grown to become the largest fast-fashion retailer worldwide, holding 18% of the market share. The company operates in over 150 countries, utilizing an on-demand, customer-driven business model. This model allows Shein to efficiently match supply and demand, reduce waste, and offer lower prices. Shein's success is attributed to its data-driven approach, rapid innovation, and strong digital presence. In 2024, Shein generated $38 billion in sales worldwide. However, the company has faced scrutiny regarding environmental impact, labor practices, and product safety. In February 2026, the European Commission launched a formal investigation into Shein over concerns about illegal products and potentially addictive design elements on its platform.
