Shein is opening its first permanent physical stores in France, starting in Paris and expanding to five more cities. The fast-fashion giant aims to test brick-and-mortar retail in one of the world’s most influential fashion markets.
The outlets will be located in department stores, including BHV Marais and Galeries Lafayette, through a partnership with retail property group Societe des Grands Magasins (SGM).
The first store will open in Paris, followed by Dijon, Reims, Grenoble, Angers, and Limoges, creating around 200 jobs.
Shein, founded in China in 2008 and headquartered in Singapore, is best known for trendy, discounted clothes sold online in more than 150 countries. While popular, the brand has faced criticism for environmental harm and poor working conditions. A 2024 investigation by Swiss group Public Eye found some workers in its supply chain clocked up to 75 hours per week.
Previously, Shein had experimented with temporary pop-up stores in cities including Madrid and Paris but has never operated permanent physical locations. The move to France comes as the French Senate moves to regulate fast fashion, banning ads and sanctioning companies such as Shein and Temu.
Shein said the stores aim to benefit French customers, revitalise city centres, and support the wider retail sector.
The company called France a “natural choice” for testing brick-and-mortar retail due to its influential global fashion market.
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