Shein, the Chinese fast-fashion powerhouse known for ultra-affordable apparel, is set to open its inaugural permanent physical stores in France this November.
The expansion marks a pivotal shift from its predominantly online model, which has propelled the company to an estimated $38 billion in revenue last year.
Through a partnership with Société des Grands Magasins (SGM), Shein will establish shop-in-shops in iconic department stores, beginning with the BHV Marais in central Paris.
Five additional locations are planned in Galeries Lafayette outlets across Dijon, Reims, Grenoble, Angers, and Limoges.
The move aims to capitalize on France's status as a global fashion hub, while addressing consumer demand for tangible brand interactions.
Shein anticipates creating 200 jobs, both directly and indirectly, through this collaboration.
The brand, which employs 16,000 people worldwide and ships to over 150 countries, views the initiative as a way to revitalize city centers and appeal to younger shoppers in provincial areas where fashion options are limited.
The announcement has triggered swift condemnation from French retail stakeholders, who decry the intrusion of fast fashion into heritage-laden department stores.
The Galeries Lafayette group, which franchises its name to SGM-operated locations, issued a statement expressing profound disagreement.
It argued that Shein's ultra-fast-fashion practices clash with the premium ethos of its outlets and violate contractual terms with SGM.
The French Fashion & Clothing Industries Union (UFIMH) similarly lambasted SGM for compromising cultural legacies.
SGM's president, Frédéric Merlin, countered that the partnership would draw in a fresh demographic, potentially boosting sales by pairing Shein items with high-end purchases.
Amid ongoing struggles — evidenced by recent insolvencies of retailers like Jennyfer and NafNaf — the deal underscores intensifying competition from low-cost imports.
France's Senate recently passed legislation targeting fast fashion, imposing sanctions on companies like Shein and banning their advertisements.
Critics highlight environmental tolls and labor issues, including a 2024 report revealing excessive work hours in supply chains.
Shein's direct-from-factory shipments have evaded duties via exemptions, but impending U.S. and EU reforms could raise costs.
Transitioning to bricks-and-mortar introduces inventory management hurdles, diverging from the firm's lean online operations.
Nonetheless, Shein positions this trial as a strategic response to evolving markets and customer preferences.s