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…
