Shein Group Ltd. is considering switching its initial public offering to London from New York because of the hurdles of listing in the US. But the company shouldn’t expect an easy ride in London either. Even if it persuades shareholders to back the deal, it will face scrutiny from investors, analysts and the British press, which is obsessed with names that have instant recognition among the public.

Shein, which was founded in China but is now headquartered in Singapore, is in the early stages of exploring the London option amid concern the Securities and Exchange Commission won’t approve its IPO because of US-China trade tensions, Bloomberg News reported.