Shein: enters France with permanent stores – meets resistance
Online fast fashion giant Shein will open its first permanent stores in France in November, as part of an agreement with department store chain Société des Grands Magasins (SGM). The move has caused serious waves in the French market: politicians, competitors and even the franchise owner of the partner network, Galeries Lafayette, are protesting.
New strategy: permanent stores after pop-ups
Shein has experimented with seasonal pop-up stores around the world – most recently in London – but this is the first time it has opened permanent stores. The first store will open in early November on the sixth floor of the BHV department store in Paris, and will later be launched in Dijon, Grenoble, Reims, Limoges and Angers in the Galeries Lafayette department stores operated by SGM.
According to Frédéric Merlin, president of SGM, Shein will mainly attract young, price-sensitive customers who are looking for affordable fashion products, especially in smaller cities. Donald Tang, executive chairman of Shein, emphasized that the brand is also very popular in the countryside.
Protest in the French market
However, Galeries Lafayette has indicated that it opposes the opening of Shein stores, as it violates the franchise agreement, and is trying to block the move through legal means.
Political and professional resistance is not a new phenomenon: French representatives have prepared a bill that would ban fast fashion advertising, effectively making Shein’s ads impossible. Yann Rivoallan, head of the Fédération Francaise du Pret-a-Porter, says Shein is causing serious damage to the domestic fashion market with its “disposable products.”
The French fast fashion sector is already under pressure: in addition to Zara and H&M, several domestic brands, including Jennyfer and NafNaf, were subject to insolvency proceedings in 2025.
A model built on the China-Europe axis
The key to Shein’s business model is direct Chinese delivery. Low prices are made possible by taking advantage of duty-free rules and keeping inventories to a minimum. This structure, while quickly responding to fashion trends, is increasingly under criticism for sustainability, working conditions and market distortions.
Related news
Monoprix And Amazon Expand Delivery Partnership In France
🎧 Hallgasd a cikket: Lejátszás Szünet Folytatás Leállítás Nyelv: Auto…
Read more >Coca-Cola Europacific Partners invests in France production
🎧 Hallgasd a cikket: Lejátszás Szünet Folytatás Leállítás Nyelv: Auto…
Read more >France rejects EU farm budget proposal
🎧 Hallgasd a cikket: Lejátszás Szünet Folytatás Leállítás Nyelv: Auto…
Read more >Related news
The 2025 Sustainable Future Awards were presented: the most outstanding sustainable companies and leaders of the year were recognized
🎧 Hallgasd a cikket: Lejátszás Szünet Folytatás Leállítás Nyelv: Auto…
Read more >Pink trucks and contemporary artists and influencers set hope in motion
🎧 Hallgasd a cikket: Lejátszás Szünet Folytatás Leállítás Nyelv: Auto…
Read more >AgriTech InnoExpo 2025 – where innovation meets nature
🎧 Hallgasd a cikket: Lejátszás Szünet Folytatás Leállítás Nyelv: Auto…
Read more >