Online fast-fashion giant Shein will open its first permanent stores in France this November, following an agreement with Société des Grands Magasins, the owner of several major department stores. This marks a significant shift for the Chinese company, which until now has relied on temporary pop-up stores around the world.
The new “shop-in-shop” spaces will open inside BHV, the iconic department store located near Paris City Hall, and in Galeries Lafayette stores across five other cities: Dijon, Grenoble, Reims, Limoges, and Angers. BHV, part of the Galeries Lafayette group, is considered one of the capital’s landmark shopping destinations for both locals and tourists.
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Frédéric Merlin, president of Société des Grands Magasins, said the Shein partnership will help attract younger customers. “The same customer could buy a Shein item one day and a designer bag the next,” he stated.
Strong Reactions from French Retailers
Shein’s expansion into the heart of Paris has triggered a wave of criticism. “Right in front of Paris City Hall, a new Shein mega-store is being built. After destroying dozens of French brands, it now plans to flood our market even further with disposable products,” said Yann Rivoallan, president of the French Federation of Prêt-à-Porter.
Known for its ultra-low prices — with dresses costing around €12 and jeans €20 — Shein is under increasing pressure from politicians and regulators in France. Lawmakers have backed a bill aimed at regulating the fast-fashion industry, which, if enacted, could ban Shein from advertising altogether.
French retailers were already struggling to compete with Zara and H&M before Shein entered the market, luring budget-conscious consumers with constant discounts and an engaging app. Several French fast-fashion brands, including Jennyfer and NafNaf, have filed for bankruptcy earlier this year.
The first Shein store, located on the sixth floor of BHV, will open in early November, followed by similar shop-in-shop locations in the other five cities.
Photo: bbc.com
