Shein, the ultra-fast China-based online retailer, has established a new hub in Singapore to better extend its reach into Southeast Asia.

It already has websites for Singapore, Indonesia, Thailand, Vietnam, and the Philippines and Shein told Tech in Asia that it plans to create a standalone website for Malaysia in the near future.

A Southeast Asia push makes sense for the company, which is already in the top ten most downloaded shopping apps in the region’s major countries.

According to data analytics company Earnest Research, which collects credit card data, Shein’s sales in the US grew 160 percent from January to June. The company now controls 28 percent of the American fast fashion market, according to Earnest, topping incumbents H&M, Zara, Forever 21 and Fashion Nova.