Europe remains a popular destination for British travelers, with countries like Greece, Spain, France, Germany, and Italy offering scenic city breaks and beach getaways. When Crystal Pincott from Somerset visited Crete, she expected to enjoy its famous turquoise waters, whitewashed buildings, and rich history. Instead, she was taken aback to discover a Shein store nestled in the streets of Rethymno, a city on Crete’s northern coast.
Shein, a global online fast fashion giant known for affordable and trendy clothing, typically operates through its online platform. However, it occasionally launches physical pop-up stores worldwide. Crystal captured her finding on TikTok, showing the shop’s sign advertising clothes and shoes for just €6 (around £5.24).
Inside the store, Crystal shared scenes of racks filled with summer dresses, skirts, sandals, heels, and bags. This discovery is unusual for Crete, where tourists usually encounter local markets selling fresh produce, handmade crafts, and artisan jewelry, along with traditional boutiques and modern shopping centers.
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Her TikTok video quickly went viral, garnering 5.9 million views, over 587,500 likes, and thousands of comments. Many viewers expressed surprise at seeing a Shein physical store in Greece. Comments ranged from excitement at the store’s appearance to nostalgia for the online browsing experience that defines Shein’s appeal.
Despite appearances, it’s important to note that Shein has never launched permanent physical stores. After three Shein-branded shops appeared in Greek cities last year, a company spokesperson clarified they are not affiliated with the retailer. Shein remains an exclusively online platform, with pop-up outlets being temporary and not owned by the company itself.
This unexpected encounter sheds light on the fast fashion brand’s growing influence and the fascination it sparks among shoppers, whether online or in person.