Shein announced on Wednesday (1) that France will be the scene of its premier physical retail debut. The Chinese Fast Fashion giant, known for its low prices and online sales model, will open six fixed stores in the country from November, starting with the unit at BHV Marais, a traditional department store in Paris. Then it will be the turn of Dijon, Reims, Grenoble, Angers and Limoges.
According to a statement from the company, the decision goes beyond a simple commercial expansion. Shein states that the partnership with BHV Marais is a “commitment to revitalize urban centers, restore large department stores and generate new opportunities for French fashion”. The expectation is to create about 200 direct and indirect jobs.
History of presence in Brazil
In Brazil, the brand has already tested the format of physical stores with temporary units. In 2023, he opened a pop-up store in Jacarepaguá, Rio de Janeiro, with 700 square meters and over 16,500 pieces, including women’s, men’s, children’s, beachwear and even pet accessories.
Continues after advertising
Despite the expansion, Shein remains surrounded by criticism. Environmentalists and representatives of the European textile industry accuse the company to aggravate the problem of disposing of clothing on a large scale and not following local environmental and labor protection standards. The company is also suspected of using suppliers under precarious working conditions.
Gigante global do fast fashion
Founded in China in 2012 and today based in Singapore, Shein employs 16,000 people in the world. In 2022, its revenue reached US $ 23 billion (about R $ 120 billion at the time).
The business model, based on ultracompetitive prices and aggressive digital marketing, has consolidated the company as one of the greatest references of Fast Fashion global.
