• by Tanya Gazdik , October 12, 2025

Chinese online fast-fashion retailer is preparing to open a physical space in a Parisian department store.

“The sixth floor of Paris’s iconic BHV Marais department store, with its sweeping rooftop views toward the Eiffel Tower, is one of the most coveted retail spots in the city,” according to The New York Times. “The news that Shein’s ultracheap knockoffs, from pink miniskirts to black berets, would be moving beyond online retail and into brick-and-mortar stores has unified politicians and fashionistas in anger and given steam to an effort by French lawmakers to halt its continued online expansion as well.”

The Paris boutique is set to open on Nov. 1, and Shein is planning to open stores in five other French cities. Workers staged a demonstration at BHV on Friday to protest against management and its deal with Shein. "Many [workers] denounced what they said was the incursion into France of a low-cost Chinese competitor that used cheap labor and violated environmental and human rights standards in making its clothes," according to the Times. 

“BHV owner Société des Grands Magasins has faced a wave of criticism in France, including from the mayor of Paris, since last week's announcement of the partnership with Shein, which ships cheap clothes straight from factories in China to shoppers in more than 160 countries,” according to Reuters. “Dozens of workers gathered, waving labour union flags, outside the department store at 3:30 p.m. local time where union representatives and city hall officials made speeches.”

Brands are also unhappy with the news.

“The move prompted some French brands to announce they would leave BHV Marais, but the department store had already been losing tenants over late payments,” according to France 24. “Aime cosmetics line co-founder Mathilde Lacombe, whose brand was among those that decided to leave following Shein's announcement, said she was 'deeply shocked' by the deal.’

They are hardly the only ones. 

“The list of suppliers ‘furious,’ ‘scandalized’ or ‘disgusted’ by the strategy and management of Groupe SGM has kept growing,” according to French newspaper Le Monde. "And several have already jumped ship. APC, a brand owned by L. Catterton, an investment fund co-owned by LVMH, is throwing in the towel. American group PVH, which owns Calvin Klein and Tommy Hilfiger, is considering the same. Cabaïa, the leading backpack seller in France, also threatened to leave.”

In a statement, the fast fashion retailer said that this “alliance is more than just a launch — it’s a commitment to revitalize city centers across France, restore department stores, and develop opportunities for French ready-to-wear,” according to WWD.