Shein opens first permanent store in Paris amid backlash.

Ultra-fast-fashion giant Shein, a company frequently criticized for its business practices and primarily known for its online presence, is set to open its first-ever permanent physical store worldwide. This landmark event is scheduled for Wednesday, November 5, at BHV in Paris. The announcement was made by BHV’s owner, Société des Grands Magasins (SGM), via Instagram on Friday, highlighting a significant strategic shift for the global e-commerce powerhouse.

Located on the sixth floor of the historic Bazar de l’Hôtel de Ville department store, the new Shein outlet will encompass a substantial space of more than 1,000 square meters. Here, the brand, whose factories are predominantly situated in China, will offer thousands of its signature low-cost items, an expansion into brick-and-mortar retail that is unfolding despite considerable controversy and widespread indignation.

This Parisian debut marks merely the initial phase of Shein’s physical retail expansion in France. Following the BHV opening, the platform plans to establish five additional stores across France later in November. These upcoming locations will be situated within Galeries Lafayette stores in Dijon, Reims, Grenoble, Angers, and Limoges, all of which are also operated by Société des Grands Magasins (SGM), BHV’s owner since 2023.

The alliance between Shein and SGM has been met with near-universal opposition from a diverse array of stakeholders. Voices against the opening include the French government, Paris City Hall, BHV’s partner brands, the inter-union group representing BHV employees, and numerous players within the French textile sector. Furthermore, an online petition garnering over 110,000 signatories has amplified public disapproval of Shein’s practices and its entry into physical retail in France.

Shein has faced significant regulatory challenges in France, having been targeted by a proposed bill aimed at curbing the rise of ultra-fast fashion. This year alone, the company has incurred fines totaling €191 million ($204 million) across three separate instances. These penalties were levied for non-compliance with online cookie regulations, engagement in false promotions, providing misleading information, and failing to declare the presence of plastic microfibers in its products, underscoring the scrutiny it faces from consumer protection and environmental bodies.

Founded in China in 2012 and currently headquartered in Singapore, Shein has, until now, operated exclusively online. The opening of its permanent store at BHV, proudly touted as a "world first" by SGM CEO Frédéric Merlin, represents a pivotal moment for the company as it navigates fierce criticism to venture into a traditional retail landscape.