Shein has opened its new hub in Barcelona, ​​adding the city to its international network of more than 40 offices. With this opening, the company “reinforces its local-global approach, integrating talent from Barcelona into an internationally coordinated structure and strengthening its relationship with strategic partners and institutions in the sector,” Shein explained in a statement, adding that Barcelona was chosen for its “vibrant” creative ecosystem, its high concentration of talent, and the presence of international fashion industry leaders.

Currently, the company, which works with more than 1,000 active sellers in Spain, has a team of 20 people in areas such as product development, brand communication, marketing, and digital production. Of these 20, the Barcelona office will house eight professionals focused on branding, marketing, and content, who have experience in local trends, consumer analysis, and supporting other key functions that underpin the brand's global operations.

From this new hub, the team will also drive initiatives linked to some of Shein's own brands, such as Nöista, launched in February 2025. With a Mediterranean, elegant, and modern style, the brand seeks to connect with women between 22 and 35 years old, both in Spain and internationally.

“The opening of our office in Barcelona reflects our long-term commitment to Spain and local talent. We want to be an active part of the Catalan and Spanish business and creative ecosystem, generating direct impact through job creation and opportunities, and indirect impact through collaboration with professionals and strategic partners across the sector,” says Vorada Hiransomboon, Branding Director at Shein.

A 2026 full of challenges for Shein

Shein's presence in Spain has two very distinct facets. On the one hand, as we've reported month after month, this marketplace has definitively established itself as a giant in our eCommerce sector over the last year or year and a half, consistently ranking as one of the most downloaded online shopping apps in Spain, second only to Temu.

On the other hand, it's clear that 2026 will be marked by the regulatory challenges it faces. Just a month ago, we explained that the European Commission had announced the opening of a formal investigation against Shein regarding the Digital Services Act. The EU body based this case on the sale of illegal products, addictive design, and a lack of transparency regarding the operation of its recommendation algorithms, something Shein responded to by explaining that they have been working and investing for some time to guarantee a safe and trustworthy online environment.

The future of Shein in Spain… and Europe will depend (a lot) on how this case unfolds.