Warsaw, Poland – 19 May 2026 - SHEIN, the global online fashion and lifestyle retailer, today announced a new suite of localised services for Polish sellers on the SHEIN Marketplace, creating a more integrated and efficient platform for brands and retailers looking to grow their businesses online, as it celebrated one year of its Polish Marketplace operations.

SHEIN’s Polish Marketplace went live in April 2025, enabling brands and sellers to list their products online, allowing them to scale their businesses and reach more than 100 million customers across Europe, and even more internationally, through SHEIN’s global platform.

Today, more than 330 Polish businesses are active on Marketplace, with a new enhanced service designed to provide brands and retailers with a more integrated and efficient environment to manage their growth on the platform.

“We’re proud to see more than 330 Polish sellers active on SHEIN Marketplace in the 12 months since we launched in Poland,” said Michal Kania, SHEIN’s Poland Public Affairs Director. “It’s especially encouraging to see Polish brands growing their footprint and sales across Europe through the SHEIN platform.

“By enhancing the seller experience and strengthening integrations with local partners, we’ve made it easier for Polish brands and retailers to scale their operations and connect with SHEIN’s global customer base, while they maintain full control over their brand and assortment. We look forward to welcoming and supporting even more Polish businesses on SHEIN Marketplace as we continue to invest in Poland, a key market for SHEIN.”

These improvements – built on feedback from sellers – make it even more intuitive for sellers in Poland to access tools, logistics and visibility to reach international markets, offering supports in expanding across borders, while allowing them to retain control over content and brand identity.

Butoskelp Unlocking New Markets Through Marketplace Reach

Polish footwear seller, Butoskelp, is one of the hundreds of local brands accelerating its European expansion through Marketplace Poland, launching a dedicated brand store, marking a key milestone in its strategy to expand beyond home ground and reach new audiences.

With younger consumers increasingly prioritising affordability, comfort, and versatility in footwear, brands like Butoskelp face an emerging opportunity to connect with a new audience whose purchasing habits are heavily shaped by digital commerce. This, however, requires brands to review their traditional points of sale, seeking out online channels to reach these customers, and connect with them where they are most comfortable.

Through its collaboration with SHEIN, Butoskelp has gained access to the platform’s traffic and operational support, including clear product performance insights, enabling the brand to better understand shifting consumer preferences across various European markets, and therefore make more accurate product and inventory decisions.

“Polish-made footwear blends modern design, practical functionality, and comfort, maintaining a strong balance between quality and price, attributes that a growing cohort of younger consumers are seeking,” said Daniel Głowacz, Butoskelp’s Chief Operating Officer. “When we learned that SHEIN had introduced its marketplace in Poland, we moved quickly to launch our brand store to take advantage of the well-established platform that has become a household name amongst Gen Z shoppers across Europe. Female shoppers, aged 18 to 35, now make up close to 40% of our sales on SHEIN Marketplace.”

During the most recent peak sales season, Butoskelp recorded a significant increase in online orders. Footwear styles that combine modern aesthetics with lightweight construction—particularly casual tall boots and sneakers—proved especially popular among younger consumers.

According to the brand, the success reflects the alignment between its Polish-made design philosophy and SHEIN’s ability to connect brands with digitally native shoppers. “Our best-selling products are those that combine style and comfort—exactly what younger consumers are looking for,” Głowacz added. “Joining the SHEIN marketplace has fully met our expectations."

“We now lead in sales in markets such as Italy, Spain, and Germany, and we have begun receiving orders from France. These are markets where it would currently be challenging for us to establish independent operations. The collaboration provides an important opportunity for international growth.”

Supporting Local Employment

The brand’s sales growth is also generating positive economic impact in Poland, with the increased demand enabling Butoskelp to expand its workforce and strengthen partnerships across its supply chain. The company’s approach—designing and producing in Poland while selling across Europe through digital channels—illustrates how local brands can leverage emerging e-commerce models to reach international consumers while supporting regional economic development.

“Our company’s growth also reinforces cooperation with local partners and supports the communities we operate in,” Głowacz noted.

SHEIN, meanwhile, continues to hire at its major new e-commerce logistics hub in Wrocław, its primary European distribution centre. The state-of-the-art facility has created 5,000 jobs in Lower Silesia, adding to the 3,000 already established in Poland since 2022.

Equipped with advanced robotics and automated systems, the hub aims to boost efficiency and delivery speed while maintaining high quality standards. At full capacity, it will span 740,000 square metres, making it one of Europe’s most advanced e-commerce warehouses.

SHEIN is also strengthening local partnerships, working with over 170 small and medium-sized businesses, and supporting Polish and European brands by providing access to its large customer base and competitive logistics services.

Interested sellers can find out more about joining SHEIN Marketplace here: https://seller-eu.shein.com/homepage About Butoskelp At Butosklep, we believe that shoes are more than just an accessory—they're a key element of any outfit. Our goal is to provide footwear that not only reflects the latest trends but also provides everyday comfort. Whether you're looking for classic stilettos, comfortable sneakers, or elegant ankle boots, you'll find it here. Our selection is designed for those looking for footwear for every season and every occasion. Whether you're planning an evening out, a business meeting, or a relaxing stroll, Butosklep will provide you with the right footwear that will enhance your style and ensure comfort with every step.