Shein has announced plans to open its first physical stores in France this November, despite ongoing legislative efforts to regulate the fast-fashion sector. This development comes as the French Senate recently approved a law that would impose a tax on fast-fashion companies, including Shein, based on their environmental impact, as well as restrict their advertising practices. Shein, primarily known for its online operations, will partner with Société des Grands Magasins (SGM) to establish locations within department stores across Dijon, Grenoble, Reims, Limoges, and Angers.
Previously, Shein has mainly engaged with customers through online sales and temporary pop-up stores in various locations, including New York City. The decision to enter the French market follows concerns about the environmental implications of the fast-fashion industry.
SGM, which operates the Bazar de l’Hôtel de Ville (BHV) and holds a franchise for Galeries Lafayette, plans to host Shein in both retail chains. However, Galeries Lafayette has expressed strong opposition to Shein’s presence, stating that the company’s practices contradict its values and offerings. Additionally, the department store chain claims that allowing Shein to operate violates their franchise agreement with SGM.
Paris Mayor Anne Hidalgo has also publicly criticized the decision to introduce Shein into the BHV store, emphasizing in a LinkedIn statement that this choice runs counter to the city’s ecological and social goals. The move raises questions about the future direction of fast fashion in countries tightening regulations in response to environmental concerns.
Source: https://www.theverge.com/news/791000/shein-france-physical-store-chinese-ecommerce-fast-fashion