Shein’s more than 30% growth in 2024, with sales rising to over £2 billion, is another big step on its journey to becoming the UK’s biggest fast fashion retailer.

It’s also announced perhaps its most significant pop-up to date, at the end of September in Future Stores, London.

Given that recent tenants include Mercedes-Benz and Tesla, it’s quite a statement.

But while Mercedes-Benz could call on a history that includes being regarded as the oldest car manufacturer in the world, and Tesla could lay claim to popularising the concept of the electric car, Shein arrives with no story at all.

The UK’s fastest growing fashion retailer has perfected a business model that actually has no room for story. It’s a marvel of modern retailing, but also an abyss of dullness. 

Does that matter? 

Not the first boring retail business

The short answer is that it probably doesn’t matter commercially, at least in the near future. Amazon might be the best example of why.

The world’s biggest retailer isn’t really loved by anyone, but it’s used by everyone. 

Although even here, there’s a case to argue for some meaning.

Amazon started as a slightly quirky business, selling books online – something relatively pioneering. Its founder Jeff Bezos is known, recognised and, like him or loathe him, interesting. Most importantly, he’s visible and has become a significant cultural figure that represents something that is innately 21st Century. 

In other words, the other dullest retailer I can think of is actually much more interesting than Shein.

And all the other giants that come to mind are fizzing with intrigue compared to Shein. I mean, Walmart has its own museum.

But what Amazon also shows is that if you become the default choice in the market, story potentially doesn’t matter. 

Inarguably, if Shein can continue to be the cheapest and fastest, it can continue to capture market share.

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