Senior Shein Executive Leaves London for Dubai
In a significant move highlighting shifting business allegiances, Cui He, the former head of Europe for fast-fashion behemoth Shein, has relocated her residency from London to Dubai. This transition, confirmed through company filings, marks another high-profile departure from the UK's capital as executives seek more favourable tax environments.
The Personal Decision Behind the Move
Cui He served as Shein's director for Europe from January 2023 until October 2025, according to her LinkedIn profile. Despite shifting her base to the United Arab Emirates, she maintains her position as director of Shein Distribution UK, though her involvement with the British operation is now limited.
Sources indicate this residency change represents a personal decision rather than a corporate mandate from Shein. The e-commerce giant has declined to comment on the relocation.
Her professional credentials include a degree from Nanjing University, an MBA from the Open University completed in 2013, and a business course at Cambridge University in 2019. She has now assumed the role of global head of employer brand at Shein.
Growing Trend of Executive Departures
Cui He's relocation places her among numerous London-based executives who have departed since the government's crackdown on non-domiciled tax status began earlier this year. This exodus includes several prominent financial and technology leaders seeking lower-tax jurisdictions.
Notable departures include:
- Goldman Sachs vice chairman Richard Gnodde, who moved to Milan
- Checkout.com billionaire founder Guillaume Pousaz, now in Monaco
- Revolut co-founder Nik Storonskiy, who also shifted to the UAE
Industry analysts estimate that thousands of high net worth individuals have left the UK following the tax rule changes, creating concern about London's long-term appeal as a global business hub.
Uncertain Future for Shein's London IPO
The Singapore-based retailer, which originated in China, faces ongoing challenges with its proposed London listing. Shein filed for an initial public offering in London last year targeting a £70 billion valuation, but the float has stalled amid regulatory scrutiny.
Concerns have been raised about the company's supply chain operations and labour practices, particularly parliamentary examination of these issues. In July, the firm confidentially filed a draft prospectus with the Hong Kong Exchange while simultaneously seeking approval from the China Securities Regulatory Commission.
A key sticking point involves disagreements between UK and Chinese regulators regarding how to describe supply chain risks in the prospectus, especially concerning the Xinjiang region where China faces allegations of human rights abuses.
Despite these challenges, London remains Shein's preferred IPO destination, with the Hong Kong filing viewed as potential leverage to encourage UK regulators to approve the London listing.
