Shein Alternatives

Updated 17 September 2026 14 0

Shein ships ultra-cheap fashion straight from China, and the EU is now going after it over product safety, consumer law and customs duties on small parcels. You do not have to give up low prices to shop closer to home. The platforms below are based in Europe, sell under EU consumer rules and let you return what does not fit.

Zalando, now merged with About You, is the biggest. H&M, Bershka and Kiabi cover fast trends at low prices. Vinted gets you the same brands second-hand for even less. We list Farfetch for completeness, but note that it has been owned by South Korea's Coupang since 2024.

Zalando

Based in: Germany
Known for: Europe’s biggest fashion platform, plus its off-price arm Zalando Lounge
Available in: 25 European countries

Website

About You

Known for: app-first fashion shopping from Hamburg, built around personalised feeds and influencer collections. Strong on affordable own labels and collaborations with creators. Part of the Zalando group since 2025.
Available in: 28 European countries

Website

Asos

Known for: mid-range and own-label fashion for shoppers in their twenties, from London. Asos Design, its in-house brand, is one of Europe's largest cheap-and-trendy labels, and the site carries hundreds of third-party brands alongside it.
Available in: worldwide, with local sites across Europe

Website

H&M

Known for: the world's second-largest fashion retailer, from Stockholm, with budget basics, trend pieces and homeware. The group also owns Monki, Weekday, Arket, COS and & Other Stories, plus the Sellpy second-hand marketplace.
Available in: over 60 online markets

Website

Bershka

Known for: Inditex's youth brand, from Spain, aimed at teens and twenty-somethings. Bershka copies Zara's fast-turnaround model at lower prices, with new drops every week. Sister brands Pull&Bear and Stradivarius cover similar ground.
Available in: online in most European countries

Website

Kiabi

Known for: France's biggest fashion retailer by volume, with low-priced clothing for the whole family, from babies to plus sizes. Kiabi also runs its own second-hand service and repair points in stores.
Available in: France plus a dozen European countries

Website

bonprix

Known for: affordable family fashion and homeware from Hamburg, part of the Otto Group. bonprix is strong on plus sizes, workwear basics and lingerie, and its prices compete directly with Shein on everyday items.
Available in: around 30 countries

Website

C&A

Known for: low-priced everyday fashion from one of Europe's oldest clothing retailers, founded in 1841 by the Dutch Brenninkmeijer family. Basics, kidswear and denim at prices that match Shein, with stores in most European city centres.
Available in: 20 European countries online

Website

Gina Tricot

Known for: affordable women's fashion from Borås in Sweden, founded in 1997. Fast trend pieces, denim and party wear at Shein-level prices, with a large online store and around 150 shops in the Nordics.
Available in: 30+ countries

Website

NA-KD

Known for: social-media-driven womenswear from Gothenburg, launched in 2015. NA-KD builds its range around influencer collections and weekly drops, and sells the going-out and holiday styles that Shein is known for.
Available in: shipping across Europe

Website

Spartoo

Known for: a large footwear and fashion marketplace from Grenoble, with thousands of shoe, clothing and bag brands, free delivery and free returns. Spartoo also runs its own budget labels.
Available in: 30 European countries

Website

Vinted

Known for: Europe's biggest second-hand fashion marketplace, from Vilnius. You buy the same brands people find on Shein, Zara and H&M for a fraction of the price, from other members, with buyer protection on every order.
Available in: 20+ countries

Website