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Sandra Halliday Published
September 5, 2025
Shein and Klarna have been working closer together in the UK to boost both their brands in recent years and this month they’re hitting the road together on their “immersive ‘In Pink We Trust’ tour bus”.
The bus is stopping off at key shopping destinations across the country including London, Birmingham and Manchester.
The aim is to immerse consumers in the Shein world with new knitwear, denim, partywear and accessory collections on show in the “walk-in wardrobe”.
The outside terrace also hosts Shein’s new home decor and appliances ranges.
And visitors will also be able to make the most of pampering services in the custom-built Glam Stop. Included are complimentary manicures and hair styling sessions using the SheGlam range.
Throughout the three-day activation shoppers will have the opportunity to win prizes and the first 100 visitors to each location will receive a goodie bag.
Plus Hello! Fashion Monthly’s Editor, Jill Wanless will be hosting ‘Trends at Twelve’ sessions and DJs Kat Brown Sugar, Emma Rose and Latoya Reisner will be on the decks providing music.
It all underlines how strongly physical retail has bounced back in recent periods but also how important experiences are to physical shopping.
The bus will be Crispin Place, Spitalelds. London E1 on 20 September; Birmingham Bullring on 22 September; and Manchester Spinningelds Square on 23 September.
Last year, Shein and Klarna joined forces for a pop-up in London’s Covent Garden that followed a similar pattern. It featured a mix of fashion and beauty, masterclasses, and sessions with fashion and beauty editors.