Online rapid-fashion retailer Shein is set to establish its first ever permanent brick-and-mortar stores in France this November. This significant move has been facilitated through a partnership with department store owner, Société des Grands Magasins (SGM), and has been met with criticism from French retailers.
The new Shein outlets will be “shop-in-shops” located in the BHV department store in central Paris and in Galeries Lafayette department stores across five provincial cities. This represents a fresh direction for the retailer, which has so far only ever held transient pop-up stores worldwide, primarily for marketing purposes.
SGM’s president, Frédéric Merlin, expressed that the introduction of Shein’s outlets would invite a younger demographic to their department stores. He went on to suggest that the same customer may well indulge in a Shein product and a designer handbag during the same shopping trip.
Despite the optimism surrounding this new venture, Shein, known for their highly affordable apparel – including 12-euro dresses and 20-euro jeans – is facing resistance from rival retailers, politicians, and regulators in France. French lawmakers have supported a draft law that proposes regulations on fast fashion. If enacted, this law would prohibit Shein from promoting their products through advertising.
Yann Rivoallan, head of the fashion retail association Fédération Francaise du Pret-a-Porter, responded to the news with disapproval. In his statement, he expressed his concern about the impact of Shein’s massive influx of disposable products on the French market, after already causing the decline of several local brands.
French retailers were already experiencing tough competition from global brands like Zara and H&M when Shein made its entry, attracting customers with its continuous discounts and engaging app. This year, a number of French rapid-fashion retailers, including Jennyfer and NafNaf, have had to initiate insolvency proceedings.
The inaugural Shein store, located on the sixth floor of the BHV, is expected to open in early November. Additional openings in Galeries Lafayette department stores in Dijon, Grenoble, Reims, Limoges, and Angers are planned for the near future.
What is the significance of Shein’s new stores in France?
The establishment of permanent physical outlets marks a major change in Shein’s retail strategy, as they have traditionally relied on temporary pop-up stores and online sales.
Why is Shein’s expansion in France causing controversy?
The rapid-fashion retailer’s expansion has been met with resistance due to concerns about their impact on local brands, and because they are under scrutiny from lawmakers proposing regulations on fast fashion advertising.
When and where will the first permanent Shein store open?
The first store is set to open in early November on the sixth floor of the BHV department store in central Paris. More stores are planned for Galeries Lafayette department stores in various French cities.
