Chinese fast-fashion giant Shein is taking a new step in Europe by opening its first permanent physical stores in France. The move comes after the company has faced mounting tariffs and sanctions from both the European Union and the United States, pushing it to diversify beyond its primarily online operations.
Shein confirmed to the BBC that France, with its “influential global fashion market,” was a natural choice for testing brick-and-mortar retail. Until now, Shein had only operated temporary pop-up stores in cities such as Paris and Madrid.
The new outlets are being launched in partnership with Société des Grands Magasins (SGM), the retail real estate group behind department stores like BHV Marais and Galeries Lafayette. These stores will host Shein’s shop-in-shop concept and are expected to create around 200 jobs in France.
Founded in China in 2008 and now headquartered in Singapore, Shein has grown into a dominant player in online fast fashion, delivering to over 150 countries. The brand is well known for low-cost clothing inspired by the latest trends but has faced criticism over environmental impact and labor practices.
Shein says the French venture is not only aimed at expanding its presence but also at supporting the revitalization of city centers and department stores. Whether this hybrid approach between digital and physical retail will help the company navigate ongoing regulatory scrutiny remains to be seen.