What: A war between new-gen fast-fashion players is taking place in the world.

Why it is important: Both Shein and Temu are expanding in the world, outside of China, which might suggest renewed competition on many markets where department stores are present.

Chinese online fast-fashion retailer Shein has established a regional headquarters in Dublin to manage its operations in Europe, the Middle East, and Africa (EMEA). This move comes shortly after Chinese competitor PDD Holdings made a similar decision.

The Dublin office will also serve as Shein's IT hub for the EMEA market. The new office is expected to create 30 jobs by the end of the year in areas such as data analytics, security, finance, and law.

This expansion comes as Shein faces competition from Temu, a global budget shopping platform launched by PDD, which has been rapidly entering new markets.

Shein opens regional HQ in Dublin