The mysterious Chinese fashion app that’s as popular as Amazon

By Michelle Toh, CNN Business

Every night before bed, Anushka Sachan whips out her phone to log into an app.

“It kind of becomes a habit,” said the 20-year-old Hong Kong University student. “Before sleeping, I’m just like, ‘Okay, check in.’”

The platform Sachan is using belongs to a Chinese brand called Shein — pronounced “She In” — which has rapidly attracted a global army of teen fans on TikTok.

The company is a mysterious online shopping upstart that has made headlines recently for surpassing Amazon in app downloads in the United States, and creating a cult following for its fast fashion apparel sold all over the world. Some experts even say it’s beating stalwarts like Zara and H&M at their own game, by making items more quickly and being more digitally savvy with customers.

“They’re making fast fashion look slow,” said Erin Schmidt, a senior analyst at Coresight Research,

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Ami Takes On Chinese Investor

Alexandre Mattiussi has new friends in Beijing: Sequoia Capital China has taken a majority stake in his 10-year-old fashion brand Ami Paris, WWD has learned.

Financial terms were not disclosed, but the partners said the objective is to expand Ami’s approachable, nonchalant fashions in the digital realm and with stores in new markets.

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Disclosing the transaction exclusively to WWD, Ami chief executive officer Nicolas Santi-Weil said the goal was to find a partner that could help take the business to the next level while respecting its creative DNA and entrepreneurial spirit.

He lauded Sequoia’s knowledge of all things digital, the ecosystem of start-ups in China, and the IT solutions and software that are fueling the commerce of tomorrow, particularly in Asia.

Santi-Weil described the partnership as analogous to Ami’s first dealings with Farfetch some seven years ago: Aligning with a company with a different skill

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