Shein and Klarna open a pop-up in London in Covent Garden

Shein and Klarna will open a short pop-up in London on Friday with a premiere for the e-tailor in London’s Covent Garden.

Shein / Klarna

The experience “will take visitors to the Shein Spring Sensation and give shoppers the opportunity to see its upcoming spring collection in person,” it said.

It’s an exciting development for the retailer that is usually a purely online supplier and clearly also reflects the increased traffic being seen in London’s tourist hotspots these days.

It is open from 8 to 10 April, and as well as viewing and browsing the collection, “visitors will be able to immerse themselves in all things fashion, style and beauty”. The focus is on engagement, with a big beauty aspect. That means tutorials like how to create the perfect update, free massages, makeup classes, yoga sessions, manicures, and even calligraphy classes.

Hello Fashion is also set to host chats, with Associate Beauty Editor Elle Sixsmith talking about trend forecasting and Editor Jill Wanless hosting a Shein Style Talk on Saturday.

Such occurrences are also important to give the payments specialist Klarna greater exposure to the consumers most likely to use it. “Online retail has skyrocketed over the past few years but there is something special about hosting in-person events,” said AJ Coyne, Global Head of Branding & Innovation at Klarna.

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