Shein, the fast-fashion titan, is seeking to add skincare, toothpaste, and toys to its product lineup

Online fast-fashion retailer Shein is reaching out to household name brands like Colgate-Palmolive and Hasbro in a bid to diversify its platform.

Renowned for its affordable own-brand clothing and accessories, Shein is expanding into new categories and has granted access to brands and retailers in nine European countries, following a similar move in the United States, Brazil, and Mexico last year. This strategic shift, aimed at enhancing credibility and competing more effectively with Amazon, is positioning Shein for growth and innovation as it prepares for a planned stock market listing later this year.

At a recent event in Madrid, Shein showcased its marketplace services alongside Colgate-Palmolive, Hasbro, Suntory Beverage & Food, and Spanish cosmetics brand Bella Aurora. Christina Fontana, Shein’s senior director of brand operations for Europe, Middle East, and Africa, emphasized the company’s expansion beyond fashion. Fontana highlighted that consumer demand for well-known brands was a driving force behind Shein’s pivot, stating, “Our consumers want brands, [so] if that’s what they’re looking for, that’s what we’re going to give them.”

The recruitment of marketplace experts, including Fontana who previously worked for Alibaba, has facilitated Shein’s rapid growth. The platform boasted an average of 108 million monthly active users in European Union member states in the six months leading up to January 31.

However, Shein’s expansion has also introduced new challenges, such as complying with EU regulations mandating the monitoring of its platform for illegal or harmful products.