Shein European sales drop on price hikes, EU fees; shares down 27% since IPO

Shein reported a significant Q2 sales decline in Europe after raising prices and cutting ad spend ahead of EU fees on low-value e-commerce orders effective July 1. Shares have fallen 27.3% since its September 1 Hong Kong IPO, reflecting investor concerns over the impact on a market generating about a third of revenue. The drop signals potential margin pressure and demand elasticity in fast fashion.