Shein Turns to Western Executives to Become Even More Global
Shein, known for its ultra-affordable clothes shipped from China, is enlisting top Western executives in its quest to go truly global. The China-founded retailer, which has become increasingly entangled in Beijing-Washington friction, has started making some of its products outside China and forged partnerships with Western brands. Now it is globalizing its leadership ranks as it looks to establish itself in its biggest markets, especially the U.S.
Recently, Shein tapped Frances Townsend, a former Activision Blizzard executive who also worked in former President George W. Bush’s White House and the Justice Department, for a six-month consulting contract as a senior adviser. If she comes on board when that ends, as is being discussed, Townsend would be one of the most senior additions to Shein’s leadership lineup and the rare executive with experience in the political corridors of Washington.
Since its 2012 founding, Shein has become one of the world’s biggest fashion brands with its $2 T-shirts and $7 pants. This year, the company has also started operating marketplaces in the U.S., Mexico, Brazil and Europe that allow third-party merchants to sell a variety of merchandise. Through that process, Shein’s Chinese co-founders have kept a low profile, rarely engaging with the press.
But starting in 2022, Shein embarked on a campaign to improve its public and government relations. Since then it has often had recently onboarded Western executives address public and regulatory concerns in the international media. It has appointed Marcelo Claure, a former SoftBank executive, to oversee global growth initiatives.
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