SHEIN
Online fashion retail · China
SHEIN sells fashion and lifestyle products online in about 160 markets, launching each style in small batches of 100 to 200 items made by contract manufacturers and restocking only what sells.
What makes it different
SHEIN makes none of its clothes itself.
7,500Contract manufacturersFY2025
It owns no factories and relies on a network of contract manufacturers.
How big it is
How big is SHEIN?
$41.8BNet revenuesFY2025
273MActive customersFY2025
18,300EmployeesFY2025
How it makes money FY2025
Mostly its own products.
- Products sold by SHEIN89%$37.1B
- Services11%$4.7B
How the business works
Test small. Restock fast. Ship globally.
- 1100-200 items per style
- 2Only what sells
- 3From global warehouses
Customer orders, not forecasts, decide what gets made, so little stock goes unsold.
Who owns it
- Yangtian (Sky) Xu49.9%
- Miao Miao14.9%
- Xiaoqing Gu12.6%
CEO: Yangtian (Sky) Xu
Who it competes with
AmazonKey moments
- 2012Launched with four founders
- 2013SHEIN brand introduced
- 2014Test-and-reorder pilot
- 2022Net revenues pass US$20 billion
- 2023Marketplace launched
Sources
Every number on this page comes from SHEIN's own reports.
Full profile
The rest of the story is in the app.
What SHEIN tracks19 metrics
Active customers
Total orders
Orders per customer per year
Results, quarter by quarterwith a chart
Revenue
Profit
Margin
Where the money comes from3 regions
Europe
United States
Rest of the world
The full timeline15 moments
2021
2025
2026
SHEIN vs H&Mside by side
Revenue
Profit
People
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