Our Mission
Making the beauty of fashion accessible to all.
We've put customers at the very heart of our business, continuously innovating to deliver on customer demands through our industry-leading, on-demand business model.
Jump to Section: Our Group
Jump to Section: Our Group
Our Group
SHEIN is a global online fashion and lifestyle retailer with a mission to make the beauty of fashion accessible to all.
SHEIN Group: As Of The End Of 2024
At a Glance
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Countries around the world where SHEIN is present.
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Offices located worldwide in key centers of operation around the world, including the U.S., Brazil, Ireland, and Southern China.
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Nationalities represented across our employee workforce, reflecting the diverse perspectives that drive our global success.
“We’ve reimagined fashion from a supply-driven model to a demand-driven model to make the beauty of fashion more accessible to all. At the same time, we are committed to supporting and empowering the fashion industry ecosystem—from creators to suppliers and partners who are fundamental to our success.”
—Sky Xu, Co-Founder and CEO of SHEIN
On-Demand Fashion
SHEIN’s model is unique. We’ve transformed the traditional concepts of retail by putting our customers at the heart of our business. We listen, observe, and respond agilely to customer demand through a transformative business model that seeks to solve the persistent industry challenge of accurately matching supply and demand. Rather than relying on trend forecasts, SHEIN bases our decisions on customer preferences and purchases.
Our Model
Customers are at the heart of our business.
SHEIN’s model is unique. We’ve transformed the traditional concepts of retail by putting our customers at the heart of our business. We listen, observe, and respond agilely to customer demand through…
Our Designs
We turn customer insights into style.
Around the world, SHEIN designers are plugged into these insights—developing designs, establishing styles, and increasing sizing availability based on feedback received.
Our Production Cycle
Smarter, more modern processes.
SHEIN’s business is built on a digitalized backend system that connects the entire end-to-end production cycle, enabling us to effectively address the mismatch between customer demand and merchandise…
Supply Chain Accountability
Cultivating an ethical supplier network.
SHEIN is strict about compliance with applicable local laws and regulations and committed to working only with suppliers who adhere to our standards in how we do business. We invest in measures to…
Supplier Community Empowerment Program
Pairing enforcement with empowerment.
SHEIN’s approach to supply chain governance pairs enforcement with empowerment, creating a framework where suppliers are not only held accountable for compliance but also supported in their efforts…
Diverse Offerings
SHEIN’s portfolio of brands delivers on customer demand for product variety and exciting shopping experiences. We are increasing value and choices for customers and strive to meet their diverse needs—from chic apparel to cosmetics, homeware to pet wear, from ever-popular SHEIN-branded collections to well-loved products from a global network of vendors and brands.
Diverse Offerings
Increasing your value and choices.
SHEIN’s portfolio of brands delivers on customer demand for product variety and exciting shopping experiences. We are increasing value and choices for customers and strive to meet their diverse…
Marketplace Governance
Upholding our standards.
SHEIN is committed to creating a safe, fair, and transparent platform, and has developed clear and comprehensive rules for third-party vendors in accordance with applicable local laws and regulations…
Innovation 2025
We’re driving a culture of innovation.
SHEIN believes that innovative solutions are needed to address the systemic challenges of the fashion industry, with collaboration across the ecosystem involving all parts of the value chain, from suppliers to customers. We are committed to helping drive this industry-wide transition by supporting advancements in materials innovation, production planning, end-of-life management, and increasing customer engagement to promote circularity.
Culture of Innovation
2024 Stats
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Of directly sourced printed fabrics produced using digital thermal transfer printing and Cool Transfer Denim Printing, saving 550,000 cubic meters of water.
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Year-over-year increase in high-quality deadstock materials rescued through partnership with Aloqia (formerly Queen of Raw), totaling 28,058 meters.
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Of fabric recovered within SHEIN-operated facilities, with 30 tonnes of cutting waste sent to fiber manufacturers to be recycled into fabric.
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New users registered on SHEIN Exchange across France, Germany, the UK, and the USA, with over 297,000 pre-loved items listed.
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Committed by the SHEIN Foundation to the Africa Collect Textiles Foundation, supporting textile donation and post-consumer textile recycling in Kenya and the broader Africa region.
SHEIN CIGM
Centre of Innovation for Garment Manufacturing
In 2023, recognizing the needs of our manufacturing suppliers, SHEIN launched the Centre of Innovation for Garment Manufacturing to empower supplier partners and create a more efficient production ecosystem based on SHEIN’s industry-leading on-demand production business model. The CIGM conducts research and development into innovative lean production solutions for garment manufacturing, including advanced lean production management systems and applications such as the use of Automated Guided Vehicles (AGVs) to promote automation and efficiency throughout the production process.
CIGM
Stats
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Patents granted since the establishment of the CIGM in 2023 (cumulative, last tracked at the end of July 2025).
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Unique sewing and garment-making tools developed by SHEIN’s Centre of Innovation for Garment Manufacturing (CIGM), resulting in average productivity gains of >80%. (Last tracked as of end of July 2025).
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New tools provided to suppliers since the establishment of the CIGM in 2023 (cumulative, last tracked at the end of July 2025).
Innovating for Better Process & Materials
Our Responsibility
Our sustainability commitment to you.
In furtherance of our commitment to being more responsible for our environmental impact, SHEIN is continuously optimizing efficiency along the value chain to conserve resources—water, energy, and raw…
Rescuing Excess Inventory
Integrating deadstock into our sourcing.
SHEIN leverages Aloqia’s proprietary software by integrating it into our sourcing system, ensuring that our designers have the information and access to deadstock materials available for use. This…
Cool Transfer Denim Printing
Developing an alternative denim production process.
SHEIN has adopted NTX®’s Cooltrans® printing technology to develop an alternative denim production process: Cool Transfer Denim Printing, which, when combined with SHEIN’s agile supply chain…
Digital Thermal Transfer Printing
Improving operational efficiency with DTTP.
Since 2018, SHEIN has leveraged Digital Thermal Transfer Printing (DTTP) for a wide range of apparel products. With DTTP, dyes are printed onto thermal transfer paper before being transferred onto…
Recycled Polyester
Advancing polyester recycling to support decarbonization.
Polyester accounts for the majority of SHEIN’s fiber portfolio, making the transition to recycled polyester a significant aspect of our decarbonization initiative. SHEIN believes that a more optimal…
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