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Shein's embattled IPO signals mounting troubles for fast fashion giant

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Fast fashion giant Shein 's much anticipated London IPO reportedly hit a fresh roadblock.

The e-commerce behemoth is now aiming for a Hong Kong listing after failing to receive approval from Chinese regulators for its much hyped London IPO .

A London listing was seen as a boon for the 16-year-old Chinese -founded company.

Analysts said they were unsurprised by the move given ongoing scrutiny surrounding the firm.