Shein’s global brand operations will be headed by Jessica Liu.

She comes to the role from southeast Asian e-commerce giant Lazada, where she served as president from 2020 to 2021. Prior to that, Liu has also been with Alibaba and Amazon. So she brings rich experience in the e-commerce sector across global markets. Shein founded in 2008 is a Chinese fastfashion company. In 2021, Shein managed to break into the US and European markets and achieved a gross merchandise value of $20 billion. Shein is upgrading hundreds of factories in its supply chain. Shein is the most searched fashion brand globally, topping searches across 113 countries, and is the largest online-only retailer in the world, producing between 35,000 and 1,00,000 new garments a day. The Chinese e-commerce store has exploded in popularity, and its fast-rate production has made rivals unable to keep up. While the clothing retailer has steadily fed the appetite for super trendy, budget-friendly threads, the true cost of the fast-fashion giant has led activists to criticize its business model and call for change. Shein is known for extremely low-priced and trendy apparel and accessories but is trying to sell more higher-price products with fatter profit margins. Shein currently ships its merchandise from China to more than 150 countries.