LONDON — In the midst of Paris Fashion Week, Shein has revealed that it will be opening its first permanent brick-and-mortar store in France, starting with a space in the BHV Marais department store in Paris.
The store opening is slated for November and five others will follow in Dijon, Reims, Grenoble, Angers and Limoges.
Shein has teamed with commercial real estate company Société des Grands Magasins on the openings. The company owns and operates the BHV Marais and Galeries Lafayette department stores.
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In a statement, the fast fashion retailer said that this “alliance is more than just a launch — it’s a commitment to revitalize city centers across France, restore department stores, and develop opportunities for French ready-to-wear.”
The Chinese giant added that it would be creating “200 direct and indirect jobs in France” within Société des Grands Magasins.
After the announcement of the news, Galeries Lafayette announced it would be blocking Shein from opening stores and that it goes against its “values.”
Galeries Lafayette added that the move goes against their contractual obligations with Société des Grands Magasins.
In September, Shein teased Paris with a pop-up in the Marais district. Last June, the brand opened a pop-up in Dijon.
The pop-up just ahead of Paris Fashion Week is aimed to play up Paris as the world’s fashion capital, with a “style hunt” theme inspired by various neighborhoods in the city.
“Paris is the capital of fashion, and its strength is to not be limited to a single style,” said Shein director of external relations Quentin Ruffat. “That’s exactly what we propose at Shein: a diversity that allows everyone to find what suits them. Our customers choose what they like and want to wear, and our mission is to make that fashion accessible to all.”