Chinese fast-fashion powerhouse Shein is set to open its first permanent physical stores in France this November, marking a key shift from its previous online-only model.
The initial store will launch at BHV Marais in Paris, followed by additional outlets in Galeries Lafayette locations in cities including Dijon, Reims, Grenoble, Angers, and Limoges. This expansion is carried out in partnership with Société des Grands Magasins, the owner of these department stores, and is expected to create around 200 jobs across the country.
Shein’s entry into physical retail comes amid growing criticism and tightened regulations targeting the fast-fashion industry in France. Recently passed legislation introduces an eco-tax on fast-fashion items that aims to reduce their environmental impact and prohibits advertising by such companies. Shein has also faced legal challenges, including a €150 million fine for breaching data privacy rules by collecting user data without consent.
The move to open stores within Galeries Lafayette has sparked considerable backlash. Galeries Lafayette, a department store with a strong reputation for luxury and sustainability, has publicly opposed Shein’s presence, stating the fast-fashion model clashes with its values and breaches franchise agreements. Paris Mayor Anne Hidalgo also criticised the decision, highlighting that it conflicts with the city’s ecological and social goals.
Despite the controversy, Shein maintains that it is not a typical fast-fashion brand and sees demand from French consumers for in-store shopping experiences. The company views its French rollout as a trial for combining digital and physical retail to revitalise urban shopping centres.