Despite facing opposition from the French government, low-cost fashion brand Shein is extending its footprint to five additional cities in France. This expansion is being carried out through a collaboration with department store chain BHV.
The Chinese fast-fashion retailer is now marking its presence in Angers, Dijon, Grenoble, Limoges, and Reims. This move comes on the heels of comments from Serge Papin, France’s Minister for Small and Medium-sized Businesses, who criticized Shein’s business practices. Papin has publicly deemed Shein a “disturbance to public order,” citing the brand’s low pricing as a form of “unfair competition.”
Shein first set foot on French soil last November, when it opened a flagship store in Paris, located within BHV. The expansion into the additional five cities was initially slated for December.
However, SGM, the operator of BHV, decided to delay the regional store openings. This decision came just ten days after the opening of the Paris flagship store, amidst mounting pressure from the media.
Despite the controversy and delays, BHV is continuing its partnership with Shein. As part of this arrangement, Shein will independently operate its business within the BHV stores, while the department store will retain a commission on the sales made by the brand.
What is Shein’s latest expansion move in France?
Shein is expanding its presence to five more French cities – Angers, Dijon, Grenoble, Limoges, and Reims, through a partnership with department store chain BHV.
Why did Shein face criticism from the French Government?
Shein faced criticism from Serge Papin, France’s minister for small and medium-sized businesses, who described the company’s low-cost strategy as a form of “unfair competition” and a “disturbance to public order.”
How will Shein operate its business within the BHV stores?
Shein will independently operate its business within the BHV stores, and the department store will earn a commission on the sales made by the brand.
