NA-KD

Sweden

Jarno Vanhatapio founded NA-KD after selling his earlier fashion site Nelly, and the brand grew fast on Instagram with collaborations from creators across Europe. It sells mostly its own label, priced between Shein and Zara, and ships from Sweden and Germany. The company hit trouble in 2023, cut staff and refocused on profitability. NA-KD runs a second-hand section on its site and offers 14-day returns under EU rules.

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European alternatives to Shein

Cheap fashion without shipping it from China. European online shops and marketplaces that cover the same ground as Shein: low prices, fast trends and huge ranges, with EU consumer rights and returns.

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