Shein to Open Its First Permanent Store in Paris

Shein, the China-born ultra–fast fashion giant, is set to open its first permanent retail store in Paris, France. The debut location will launch this November inside the BHV Marais department store in Paris, followed by additional openings in Dijon, Reims, Grenoble, Angers, and Limoges.

The rollout comes through a partnership with Société des Grands Magasins (SGM), the retail property group that operates BHV Marais and several Galeries Lafayette locations. In a press release, SGM’s chairman Frédéric Merlin stated: “We convinced Shein, the world’s largest online clothing platform, to choose France as its first physical testing ground. A new chapter begins with BHV, and will soon extend to our affiliated Galeries Lafayette stores across the regions.”

Shein also emphasized: “alliance is more than just a launch — it’s a commitment to revitalize city centers across France, restore department stores, and develop opportunities for French ready-to-wear.”

The company pledged the creation of 200 direct and indirect jobs within SGM in France.

Donald Tang, Shein’s executive chairman, added in a statement: “In choosing France as the location for our physical retail experiment, we recognise its position as a major fashion capital and embrace its spirit of creativity and excellence. It is natural that this journey should begin in Paris, at BHV, the cradle of modern commerce, before extending to five other cities across the country.”

Founded in China in 2012 and now headquartered in Singapore, Shein has grown rapidly through its ultra-low prices, vast product selection, and aggressive marketing strategies. The company reported $23 billion in revenue in 2022. At the same time, it has faced sustained criticism over the environmental toll of mass production, labor conditions, and alleged unfair competition. European industry groups accuse Shein of circumventing EU standards on sustainability, social responsibility, and consumer safety. Critics also highlight the company’s use of customs exemptions for low-value parcels, which allows it to ship cheaply while straining customs oversight and disadvantaging competitors.

Galeries Lafayette, one of France’s most iconic department stores, has strongly opposed the plan. The company issued a statement saying that it “goes against our values” and further argued that the partnership with Shein “violates contractual obligations with Société des Grands Magasins.”

Just ahead of Paris Fashion Week, Shein staged a pop-up store in the Marais district that attracted significant attention. Yet while the move into permanent retail in France marks a major strategic turning point for the company, it also continues to face persistent criticism along the way.