Shein Faces Backlash Over Plan for First Paris Store
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Chinese fast-fashion retailer Shein’s plan to open its first physical store in Paris has sparked fierce opposition from local department stores, industry associations and even the city’s mayor.
Shein is scheduled to launch the store on Saturday inside the BHV Marais department store as part of a partnership with its operator, Société des Grands Magasins (SGM). The deal, announced on Oct. 1, also includes plans for Shein to open outlets in SGM-owned Galeries Lafayette department stores in five other French cities.
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- Shein plans to open its first physical store in Paris, sparking protests from local stores, employees, and the mayor over environmental and social concerns.
- As of mid-2025, Shein ranked fifth among fashion retailers in France, facing growing regulatory scrutiny, including a €40 million French fine for misleading ads.
- Over 110,000 people signed a petition against Shein, and French retail groups accuse it and other Chinese platforms of unfair competition and noncompliance with EU standards.
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Who’s Who
- Shein
- Shein, a Chinese fast-fashion retailer, faces strong opposition over its plan to open physical stores in France, starting with BHV Marais in Paris. Critics, including the Paris mayor and industry groups, cite concerns about sustainability, labor rights, and fair competition. Shein was ranked the fifth-largest fashion retailer in France by early 2025 and is under increasing regulatory scrutiny in the EU, having been fined in France for false advertising.
- BHV Marais
- **BHV Marais** is a department store in Paris where Chinese fast-fashion retailer Shein plans to open its first physical store. Operated by Société des Grands Magasins (SGM), BHV Marais' employees protested Shein's entry, and several brands plan to withdraw in response to the controversial partnership.
- Société des Grands Magasins
- Société des Grands Magasins (SGM) is partnering with Shein to bring the fast-fashion retailer into its department stores. The deal includes opening a Shein store inside BHV Marais and other SGM-owned Galeries Lafayette stores in five French cities. SGM aims to attract a younger clientele and revive foot traffic.
- Galeries Lafayette
- Galeries Lafayette, an operator of department stores in France, is planning a partnership with Shein to open outlets in five of its stores. While its operator, SGM, seeks to attract a younger clientele, the Galeries Lafayette Group, the former owner, opposes the move due to a conflict with Shein's brand image and business model.
- PDD Holdings Inc.
- The article mentions PDD Holdings Inc. as the owner of the Temu platform. On July 28, the European Commission released preliminary findings from its probe into Temu, concluding that the platform failed to meet obligations under the EU’s Digital Services Act. This includes adequately assessing the risks of illegal product listings.
- Infinite Style E-commerce Ltd.
- Infinite Style E-commerce Ltd. is Shein's sales arm. In July, France's consumer protection agency fined them €40 million ($46 million) for false advertising and unsubstantiated environmental claims. Shein stated these issues, stemming from a 2023 investigation, were resolved by May 2024.
- Temu
- Temu is a Chinese e-commerce platform that ranked 15th among fashion retailers in France in the first half of 2025. It faces intensifying regulatory scrutiny in the EU, with French retail associations urging its delisting due to concerns about product standards and customs duties. The European Commission also found Temu failed to meet Digital Services Act obligations regarding illegal product listings.
- AliExpress
- AliExpress is among the Chinese e-commerce platforms facing heightened regulatory scrutiny in the EU. Two major French retail associations have urged the government to delist AliExpress's app, claiming that 85% to 95% of its products fail to meet EU standards and that the company gains an unfair competitive advantage by avoiding customs duties.
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What Happened When
- By May 2024：
- Shein said the violations regarding false discounts and environmental claims identified in a 2023 investigation had been resolved.
- June 3, 2025：
- Two major French retail associations issued a joint statement urging the government to delist the apps of Temu, Shein, and AliExpress.
- July 3, 2025：
- France’s consumer protection agency DGCCRF fined Shein’s sales arm, Infinite Style E-commerce Ltd., €40 million ($46 million) for advertising false discounts and making unsubstantiated environmental claims.
- July 28, 2025：
- The European Commission released preliminary findings from its probe into Temu, concluding the company failed to meet obligations under the EU’s Digital Services Act.
- As of the first half of 2025：
- Shein ranked as the fifth-largest fashion retailer in France, and Temu ranked 15th according to the French Institute of Fashion.
- October 1, 2025：
- The partnership deal between Shein and Société des Grands Magasins (SGM), including plans for Shein to open its first physical store in Paris and additional outlets in five French cities, was announced.
- October 2, 2025：
- Arielle Levy launched a petition opposing Shein’s arrival in France.
- October 10, 2025：
- BHV employees staged a protest against Shein’s entry, and several brands announced plans to withdraw from the department store.
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