Shein picks France for its first permanent stores

Asian fast-fashion giant Shein announced Wednesday that it will open its first permanent physical stores in France this November, marking a significant shift for the e-commerce powerhouse. The inaugural store will launch at the BHV Marais department store in Paris, followed by five additional outlets in Galeries Lafayette department stores in Dijon, Reims, Grenoble, Angers, and Limoges.

The expansion comes through a partnership with retail property group Société des Grands Magasins (SGM), which owns BHV Marais and several Galeries Lafayette locations. In a statement, Shein described the move as more than a simple store launch, framing it as a commitment to revitalize French city centers, support department stores, and create opportunities for the local ready-to-wear sector. The company added that the stores will offer a full range of services and are expected to generate around 200 direct and indirect jobs across France.

While Shein has previously hosted temporary pop-ups in cities including Paris, this will be its first permanent physical retail presence. Donald Tang, Shein’s executive chairman, emphasized the symbolic importance of France, calling it a “key fashion capital” and highlighting the country’s “spirit of creativity and excellence.” He noted that launching in Paris at BHV Marais is particularly fitting, as the location is considered the birthplace of modern retail.

Founded in China and now headquartered in Singapore, Shein has grown into a global fast-fashion empire by offering ultra-affordable clothing, a vast product selection, and highly aggressive marketing strategies. Its rapid rise has fueled both popularity and controversy. The company has faced mounting criticism over its environmental practices, labor conditions, and alleged unfair competition. European brands have accused Shein of bypassing EU regulations and exploiting customs exemptions for low-value shipments.

Despite these challenges, Shein continues to expand its footprint globally. The company employs roughly 16,000 people worldwide and generated $23 billion in revenue in 2022. By establishing permanent retail locations in France, Shein appears to be testing a hybrid approach that blends its successful online model with traditional brick-and-mortar retail.

The move reflects a broader trend in the fashion industry, where e-commerce leaders are increasingly exploring physical retail as a way to enhance brand visibility, reach new audiences, and engage customers in a more tactile shopping experience. For Shein, France offers a prestigious and strategic market to pioneer this new chapter in its growth.