Online fashion giant Shein is gearing up for its highly anticipated London, UK, initial public offering (IPO) by hosting informal investor meetings across Europe in the coming weeks, Reuters reported, citing three sources with knowledge of the matter.

The move comes as the company seeks to capitalise on its rapid growth and global popularity.

Its business model, which relies on a fast-fashion approach and a vast network of suppliers, has propelled it to the forefront of the retail industry.

The company's plans to list on the London Stock Exchange (LSE) were revealed earlier this year after it faced challenges with its initial plans for a US IPO.

Shein's decision to pursue a London listing is a significant shift, but it also reflects the growing importance of the UK capital markets for global businesses.

As Shein prepares for its market debut, it has come under increased scrutiny for its labour practices and environmental impact.

The company will need to convince investors that it is committed to ethical and sustainable business practices.

The success of Shein's potential IPO will depend on several factors, including its ability to maintain its growth trajectory, manage its supply chain effectively, and navigate the regulatory landscape.

If successful, the listing could provide a much-needed boost to London's IPO market, which has been relatively quiet in recent years.

However, Shein faces challenges beyond its IPO.

The company has come under fire for its business practices, including allegations of labour abuses and environmental harm.

These concerns could impact investor sentiment and the company's valuation.

Despite these challenges, Shein's ability to adapt to changing consumer trends and leverage its global reach positions it well for future growth.

As the company prepares for its IPO, investors will be watching closely to see if it can deliver on its promise and become a major player in the global fashion market.