Crowds of bargain hunters flock as Shein opens its first pop-up store in South Africa

JOHANNESBURG (Reuters) – Reneilwe Malahlela was one of nearly a hundred shoppers queuing at the opening of Shein’s first pop-up store in South Africa on Friday, checking out the clothes and accessories that often sell for the equivalent of less than $10 a piece.

“We value affordability because it just makes sense for a student in the current economic climate,” said the 24-year-old.

Best known as an online retailer, Shein has opened pop-up stores around the world to reach a wider audience with its ultra-cheap fashion, mostly made in China.

The South African store in a Johannesburg shopping mall will be open from August 2 to 11.

Malahlela, who wore black leather pants from Shein, a corset, a biker jacket and a wig – also from the retailer – told Reuters she had been a regular shopper of the brand since 2020.

In the pink-themed store, young and old alike browsed tennis skirts for 151 rand ($8.32) and strap handbags starting at 73 rand ($4).

Some, like 63-year-old Namhla Kandawaya, saw it as a business opportunity.

“Our children are sitting at home doing nothing, so when you come here you look for opportunities … for them to buy in bulk and resell,” the pensioner told Reuters, holding T-shirts and a pair of khaki pants.

“I wanted to feel the texture because usually when you order things online you can’t really tell if the texture is good or bad until you see it in front of you and then it’s already too late.”

Critics of Shein claim that the low prices are the result of duty exemptions for low-value packages or the exploitation of workers.

Founded in China, the company attributes its success to its “on-demand business model and flexible supply chain” and is investing millions in strengthening governance and compliance along its supply chain.

(1 USD = 18.1443 Rand)

(Reporting by Nqobile Dludla; ​​Editing by Mark Potter)