Shein Defies French Regulatory Resistance, Expands Fashion Footprint in Five More Cities

Despite facing opposition from the French government, low-cost fashion brand Shein is extending its footprint to five additional cities in France. This expansion is being carried out through a collaboration with department store chain BHV.

Continued Expansion

The Chinese fast-fashion retailer is now marking its presence in Angers, Dijon, Grenoble, Limoges, and Reims. This move comes on the heels of comments from Serge Papin, France’s Minister for Small and Medium-sized Businesses, who criticized Shein’s business practices. Papin has publicly deemed Shein a “disturbance to public order,” citing the brand’s low pricing as a form of “unfair competition.”

Shein first set foot on French soil last November, when it opened a flagship store in Paris, located within BHV. The expansion into the additional five cities was initially slated for December.

Postponed Plans Amid Media Pressure

However, SGM, the operator of BHV, decided to delay the regional store openings. This decision came just ten days after the opening of the Paris flagship store, amidst mounting pressure from the media.

Despite the controversy and delays, BHV is continuing its partnership with Shein. As part of this arrangement, Shein will independently operate its business within the BHV stores, while the department store will retain a commission on the sales made by the brand.