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Shein Brings Physical Fast Fashion to France Sparks Protests from Designers

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.

Published: Nov 13, 2025 4:57 PM

By Jeanel Alvarado

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Shein Brings Physical Fast Fashion to France Sparks Protests from Designers

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…

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Shein Brings Physical Fast Fashion to France Sparks Protests from Designers

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.

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