Chinese fast-fashion giant Shein made global headlines on November 5, 2025, with the opening of its first-ever permanent physical store in France on the sixth floor of BHV Marais in Paris. The retail space, measuring over 1,000 square meters, marks a major strategic expansion, bringing Shein’s online-first universe straight to the heart of the French capital for the first time.
The Launch That Stirred a City
The highly anticipated launch at BHV Marais, located at 52 rue de Rivoli, Paris, was a “world first” for Shein, according to Frédéric Merlin, president of Société des Grands Magasins (SGM) (which owns BHV). The opening event, led by Frédéric Merlin, featured an inaugural speech, media tour, and a packed crowd of young Parisians eager to experience Shein products in person for the first time.
Frédéric Merlin, CEO of SGM, shared that Shein’s debut at BHV Marais marks a global first for the brand and a pivotal moment for the Paris retail scene. He explained that the partnership aims to engage a younger demographic and reinvigorate foot traffic amid an increasingly competitive retail environment.
Expansion Plans and Widespread Backlash
With plans for five more permanent Shein stores in France, including possible sites in Dijon, Reims, Grenoble, Angers, and Limoges, Shein intends to build a robust French brick-and-mortar presence. However, the expansion has already ignited sharp backlash. Industry leaders, such as Galeries Lafayette, publicly rejected any association with Shein and immediately disavowed plans for joint openings, citing a clash in values.
Several iconic French brands, including Agnès b., withdrew from the BHV Marais to protest Shein’s arrival, expressing concerns about overconsumption, labor conditions, and the impact of ultra-fast fashion on the French retail ecosystem.
Agnès Troublé (Agnès b. founder) said: “Shein is the worst kind of fast fashion. The business model built on rapid production and consumption harms not only labor and ethics but also the planet.
Phygital Experience and Next-Gen Retail
The 1,000+ square meter Shein space is designed as a phygital hub that combines a showroom, a fitting area, and a digital interface, enabling customers to order online from within the store. The opening, timed just ahead of the 2025 holiday season—blends affordable fashion, on-the-spot try-ons, and digital convenience, targeting a young, urban customer base.
Demonstrations, Petitions, Policy—and Record Crowds
The store’s debut was met by substantial protests. Unions, NGOs, and city officials condemned Shein’s social and environmental record, including its recent fines in France for misleading ads and regulatory violations. The deputy mayor of Paris and several brand founders declared the move incompatible with Parisian priorities.
Despite turmoil, Shein’s crowd-pulling power was undeniable, with Gen Z and students showing an immense appetite for the brand’s signature price and trend mix.
What’s Next for Shein and French Retail
With plans for future openings, first a major pop-up at Galeries Lafayette Haussmann in December 2025, then regional rollouts, Shein’s physical retail initiative is poised to test the boundaries of fast fashion, policy, and consumer demand in France.
This implementation demonstrates that Shein wants to anchor itself in French territory, regional cities, all with Galeries Lafayette locations, offering a strategic showcase to attract a diverse audience,” observed local retail analysts.
The debut of Shein’s first permanent store in France, at BHV Marais in November 2025, has ignited both enthusiasm and criticism, pitting record-setting crowds against a chorus of established brands and critics.
