Superdry's CEO, Julian Dunkerton, has criticized Shein for exploiting a tax loophole that allows it to avoid import duties on packages under £135, saying, "The rules weren't made for a company sending individual parcels [and] having a billion-pound turnover in the U.K. without paying any tax".
With growing scrutiny over its business practices, Shein's low prices—driven by avoiding taxes—have become a significant barrier to its U.K. IPO. Dunkerton believes these practices are unfair and encourages regulatory changes to impose duties.
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