THE WHAT? Shein has reported a 26 percent increase in UK revenue to £2.58 billion, surpassing the reported sales of British online fashion retailer Asos as scrutiny intensifies over customs duty exemptions for low-value imports.
THE DETAILS According to accounts filed at Companies House, Shein’s UK pre-tax profit increased 18 percent to £45.2 million, while its workforce grew from 91 to 113 employees. Growth was supported by marketing partnerships with music festivals, a London pop-up store and promotional events across the UK. By comparison, Asos reported sales of £2.47 billion for the year ending August 2025, although its figure includes international revenue. Shein’s expansion comes amid growing pressure on the UK government to accelerate the removal of its customs duty exemption for imported parcels valued at £135 or less, currently scheduled for abolition by 2028.
THE WHY? Shein’s performance highlights the competitive pressure that international digital-first retailers are placing on established UK retail businesses, while proposed changes to low-value import rules could affect the cost structures, pricing strategies and supply chains of cross-border e-commerce operators.
Source: The Guardian
