Shein opens its first permanent store in Paris, drawing protesters over its business model and shoppers seeking deals at the BHV department store.
PARIS: Shein’s first permanent store opened in Paris on Wednesday, drawing both protesters and bargain hunters to the BHV department store.
Protesters gathered outside bearing placards reading “Shame on Shein” hours before the 1pm opening.
Dozens of shoppers queued for the launch, with store workers handing out pastries to those waiting.
The Chinese fast-fashion retailer was invited by Société des Grands Magasins (SGM) to set up a concession to attract younger customers to the struggling department store.
Five of SGM’s regional department stores are also scheduled to host Shein shops.
French politicians and retailers have criticised the plan, saying Shein’s low-cost business model has an unfair advantage and has eroded French high streets.
The controversy intensified after childlike sex dolls were discovered on Shein’s website, prompting French authorities to investigate the platform.
Shein stated it had sanctioned the sellers and implemented a ban on sex dolls.
SGM owner Frederic Merlin told BFM TV he was “very proud today to give for the first time in the world a physical dimension to this brand Shein.”
Shein is attempting to show it can positively impact French retailers rather than stealing their customers.
Posters in the Paris metro advertise an opening day deal where shoppers receive vouchers matching their Shein spending to use at other BHV shops.
Shein’s business size in France is unknown as the company did not reply to Reuters about its revenues in the country.
According to its EU transparency report, Shein had 27.3 million average monthly users in France between February and July.
Globally, Shein generated USD 37 billion in revenues and USD 1.3 billion in profit in 2024, according to a filing by its parent company in Singapore. – Reuters
