According to new data from Euromonitor International, Shein’s apparel sales in the U.S. declined 4.5% in 2025, marking its first drop since 2021. The shift is attributed to tariff policies, removal of duty-free rules, and growing consumer focus on sustainability. Conversely, Shein achieved significant growth in key European markets, with sales rising 4.2% in the U.K., 26.7% in France, 31% in Germany, 19.7% in Italy, and 26.6% in Spain. The company’s expansion in Brazil was even more pronounced, with projected sales increasing over 698% between 2021 and 2025. By 2025, Shein’s combined sales in the U.K., France, Germany, Italy, Spain, and Brazil (approximately $6.5 billion) had surpassed its U.S. sales (approximately $5.9 billion).
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