Chinese fashion giant Temu has recently moved its headquarters to Dublin, Ireland, as part of its parent company PDD Holdings’ international expansion plans. PDD Holdings, which also owns the popular Chinese online shopping site Pinduoduo, made the strategic decision to relocate from Shanghai to Dublin, a city known for its favorable corporate tax structure and home to numerous tech giants such as Meta, Twitter, Apple, and Google.
Temu, an e-commerce platform that first went live in the United States in September 2022, allows China-based vendors to sell and ship directly to customers without relying on warehouses in the US. The platform has been expanding rapidly in Europe and now operates in the UK, France, Germany, Italy, Netherlands, and Spain, as well as the US, Canada, New Zealand, and Australia. Despite its global presence, the majority of Temu’s employees are based in Guangzhou and Shanghai, where its supply chains are located.
The move to Dublin may also be a strategic response to the increasing scrutiny that fashion companies are facing for their operations in China. The US government has been pressuring companies to sever ties with Chinese suppliers due to allegations of forced labor and human rights abuses in Xinjiang province. By relocating its headquarters to Ireland, Temu’s parent company may be attempting to distance itself from these concerns and bolster its expansion in a more stable environment, despite its supply chain being in China.
PDD Holdings started off as Pinduoduo, a fast-growing discount e-commerce firm in China, before rebranding to create a parent company for both Pinduoduo and Temu, its international e-commerce effort. While Pinduoduo remains based in Shanghai, Temu is headquartered in Boston, with teams in both Boston and Dublin handling tax, marketing, and legal matters.
With the move to Ireland, PDD Holdings aims to boost its international presence and replicate the success of Chinese fast fashion brand Shein, as well as challenge the likes of Amazon with its wide array of cheap products. Since its launch in September 2022, Temu’s app has been installed more than 50 million times, and its gross merchandise value has risen from $3 million to $387 million, according to market research firm YipitData.