Shein's UK business grew revenue by 26% to £2.58 billion ($3.41 billion) in the year to 31 December 2025, which puts it just ahead of British online fashion retailer ASOS in terms of reported sales.
Filings for Shein Distribution UK Limited on Companies House also showed a pre-tax profit that was up 18% to £45.2 million over the reporting period.
Shein said its marketing collaborations with the Wireless and Creamfields music festivals, along with a pop-up shop on London's Oxford Street helped drive the growth, and also pointed to Christmas gift events in Edinburgh, Manchester, Liverpool and London.
ASOS meanwhile reported statutory group revenue of £2.478 billion for the 52 weeks to 31 August 2025, down 15% year on year. On its adjusted measure, group revenue was £2.465 billion. Yet the two retailers' sales figures are not a like for like comparison, as for ASOS it covers its international markets as well as the UK and also covers a 12-month period ending four months earlier than Shein's.
The increase in revenue figures will likely increase pressure on the government to scrap customs-duty reliefon imported parcels worth £135 or less sooner than planned. UK retailers have been exerting sustained pressure on the government to speed up the process over the last year, with ministers reportedly already assessing whether elements of the reform could be introduced before the March 2029 deadline set out by the Treasury last year, The Times reported.
ASOS, Marks & Spencer, Primark and NEXT were among the signatories of aletter to the Prime Minister and Chancellor that proposed an interim £2.60 charge per small parcel, arguing that the threshold gives a "structural advantage for overseas retailer without a footprint in the UK, who undermine retailers that employ millions of people across the country, pay local taxes and pay import duties".
The US and EU have already removed equivalent exemptions and Shein has felt the effects in both markets already.
In its first trading update since listing in Hong Kong, Shein reported European revenues were down 13.9% to $4.38 billion for the three months to 30 June 2026. The group said it had raised prices and cut online advertising ahead of the EU change and added that more customers were moving to its marketplace services. Group revenue for the quarter rose 0.9% to $11.08 billion.
Chairman and Chief Executive Yangtian Xu said at the time: "We expect the external environment to remain uncertain in the second half of 2026, with tariff headwinds and logistics cost volatility likely to persist."
Shein's latest revenue figures follow ASOS confirming last week that it had suffered from a cyber attack, with customer information accessed through third-party platforms after an attacker obtained an employee’s login credentials. The retailer confirmed later that the incident did not compromise payment-card information or customer account passwords. However, according to its investigation, information accessed included names and contact details, as well as “certain non-personal account-related information”.
