Shein’s first permanent physical store will open this Wednesday, November 5th. The debut takes place in Paris, at the historic Bazar de l’Hôtel de Ville (BHV), marking a turning point in the strategy of the Asian fast-fashion giant, which until now has focused solely on online sales.
According to Société des Grands Magasins (SGM), owner of BHV, the new space occupies more than 1,000 square meters and opens its doors at 1 pm. The announcement was made by the president of SGM, Frédéric Merlin, via the social network Instagram, where he highlighted the inauguration as a “world premiere”.
From digital to physical: Shein’s new bet
Founded in 2012 in China and currently headquartered in Singapore, Shein is known for its low prices and fast pace of launching new collections.
Entry into the physical world represents the first step in a new phase for the brand, which aims to get closer to European consumers and reinforce its global presence.
According to Lusa, in November the company plans to open five more stores in France, all in Galeries Lafayette spaces, also managed by SGM. Openings are planned for Dijon, Reims, Grenoble, Angers and Limoges.
The objective is to test the physical store model in strategic markets before expanding its presence to other European countries. This “lightning expansion” comes at a time when the brand seeks to diversify its operations and improve public perception of its activity.
Controversy surrounding fast fashion
The opening of the store in Paris has been the subject of strong opposition. According to , the project faced criticism from the French Government, Paris City Council, unions and environmental associations, which accuse the brand of questionable labor and ecological practices.
More than 110,000 people signed a petition against the partnership between Shein and BHV, claiming that the brand’s presence “normalizes excessive consumption and labor exploitation”. Despite this, SGM maintained the plan, highlighting the positive commercial impact and the interest of the young public.
The company was also fined in France for a total of 191 million euros for non-compliance with rules on cookies, false promotions, misleading information and omission of the presence of plastic microfibers in its products.
The Chinese giant’s response
In the face of criticism, Shein claims to be investing in sustainability and transparency. The brand argues that its on-demand production model reduces waste and allows supply to be adapted to real demand, minimizing excess stock.
The opening at BHV thus symbolizes a new chapter for the brand that dominates the digital market and is now trying to gain space in the major fashion capitals.
It remains to be seen whether Shein will be able to convince consumers and regulators that it is possible to reconcile commercial success with more responsible practices.
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