Asian fast-fashion giant Shein has selected France as the location for its first permanent physical outlets, marking a major step beyond its online-only model.
The retailer will open concessions in department stores, beginning in Paris before expanding to five other cities: Dijon, Reims, Grenoble, Angers and Limoges. The move is part of a partnership with retail property group Société des Grands Magasins (SGM), which operates the BHV Marais and Galeries Lafayette department stores where the new “shop-in-shop” outlets will be located.
Shein told the BBC that France’s “influential global fashion market” made it a “natural choice” to test physical retail. The outlets are expected to create around 200 jobs, with the company saying the initiative aims to revitalise French city centres and department stores.
Shein, founded in China in 2008 and now headquartered in Singapore, has built its reputation on inexpensive, trend-driven clothing sold primarily through its website and app. The company has previously experimented with temporary pop-up stores in cities such as Madrid and Paris but has never run permanent outlets until now.
The launch comes as France tightens regulation of fast fashion. In June, the French Senate adopted legislation targeting Shein and rival Temu, including advertising bans and potential sanctions.
While Shein has become one of the world’s most dominant fast-fashion players, it continues to face criticism over environmental impact and working conditions. Advocacy group Public Eye reported in 2024 that workers at some suppliers were logging 75-hour weeks, despite Shein’s pledges to improve labour practices.
Leave a Reply