The Chinese style business Shein has really caught the awareness of youthful Danes with their stylish and cheap items and their application is now one particular of the most downloaded apps in Denmark – and in the US the app has overtaken the or else well-liked buying app Amazon.

In accordance to consulting company Mobile Actions’ list of the most downloaded apps in Denmark, Shein is in third area, surpassed only by Zalando and IKEA on Google Perform, and in App Keep Shine is next soon after IKEA’s application. The Chinese company is hence competing with significant fashion companies these as H&M and Zara, which are well-known in Denmark.

Shein was established in Oct 2008 by Chris Xu, who was born in the United States but hails from China and which is exactly where the company’s headquarters are situated. Shein was originally started under the name She Inside of and started off by offering wedding ceremony attire and bridal gowns on line. Shein only exports its items and does not offer domestically in China. Shein also has a huge presence on social media and the company appears to be to look on every platform. 

According to Niels Ralund, e-commerce director at Dansk Erhverv, it is specifically Shein’s ability to exploit social media that is the purpose for the common use. In an interview with TV2, he says, “The unique matter about it is that it is a phenomenon that has gone more than our heads (the more mature generations, purple). But my 10-calendar year-aged grandson has listened to of it on YouTube. They unfold by means of social media like TikTok and YouTube, where young gals operate these try out-on-haul classes for all their pals who can sit and check out for 20 minutes that they unpack anything from Shein and try out it on.”