Shein expanded its range with a new collection called Shein Premium. The fashion e-commerce store intends to move upmarket with this collection. Made up of close to 175 items, the collection is designed as an ‘essentials’ line featuring solid colours and neat tailoring.

The retailer launched in 2008 and is known for its low prices, charging on average between €5 and €25 for garments from its main collection. For its new range, prices will range from €20 to €50. Shein says the collection uses “quality materials and refined tailoring”. Product descriptions of the ‘Premium’ products show that polyester is widely used and several garments are made of cotton.

With a strong social media presence, Shein’s target audience is women aged between 16 and 35 and the brand also caters to men and children. The brand follows the main current fashion trends, inspired by fashion shows and international brands.