Xu Yangtian: Who is the mysterious billionaire founder of Shen

A veil of mystery covers the face of Shen’s Chinese founder, Xu Yangtian, also known as Sky Xu or Chris Xu.

Xu Yangtian, founder of China-based fast fashion shopping app Shein, has been keeping a low profile and staying out of the public eye, fearing – foreign reports say – that he will attract unwanted attention as the company pursues an initial public offering (IPO). In London, the company is valued at $64 billion, although it has recently been the focus of fierce accusations of the presence of carcinogenic substances in its clothes.

Very little is known about the mysterious Chinese billionaire, as the company has never released any photos of him. He also has not given public speaking throughout his career, even as Shein has become a household e-commerce brand around the world. A picture of him was circulated about two years ago, in which he appeared after the graduation ceremony.

Various reports describe him as a Chinese American who studied at George Washington University, or that he was born in Shandong in 1984 and is continuing his studies at Qingdao University of Science and Technology. Shen told the media that Xu was born in China. Chinese media described him as an ordinary student from a poor background who had to work to support himself during his university studies. He developed a skill in search engine optimization (SEO) that would support his future success.

Reports about Xu’s background and rise in the industry have painted a picture of a hard-working SEO with an alleged knack for making tough business decisions. Former employees and colleagues describe him as “plain, quiet, and unassuming,” but also “cunning and often unnoticed when he is at his desk.”

In 2011, Xu founded SheInside, a Nanjing-based online wedding dress retailer that served as a precursor to Shein, which he pivoted to in 2015, moving its headquarters to Guangzhou and opening a U.S. office.