Global fast-fashion powerhouse Shein was founded in 2008 in China. Now, it’s preparing to open its first permanent physical shops beyond France. This shift represents a big departure from the company’s omnichannel retail strategy. Up until now, they heavily focused on online sales through their website and app. The new-format “shop-in-shop” stores will set up within the renowned BHV Marais and Galeries Lafayette department stores in Paris. What’s more, there are exciting plans to open additional sites in Dijon, Reims, Grenoble, Angers and Limoges.
The move to open an office in France comes amid Shein’s struggles to address transparency concerns about how Shein produces all of their items. In 2024, Public Eye opened a new investigation. They revealed that employees at many of Shein’s factories suffered brutal working conditions, regularly toiling 75 hours a week. In light of these allegations, Shein has promised to enhance labor standards throughout its entire supply chain.
Shein has had a history of making forays into the French market through short-term pop-up shops in jurisdictions such as Madrid and Paris. Yet the creation of permanent outlets represents a more profound sense of investment in the local retail scene. The company promises to bring an average of 200 new jobs with each new site.
“By choosing France as the place to trial physical retail, Shein aims to benefit French customers and the wider retail sector,” – Shein
Despite being based in Singapore and shipping to over 150 countries worldwide, Shein is not a French company. Now it’s partnering with other legendary French stores such as BHV Marais and Galeries Lafayette. This partnership will allow Shein to better integrate into the French shopping landscape and the local consumer behavior.
As Shein moves into brick-and-mortar stores, it tries to navigate its dangerous fast-fashion model with the rising scrutiny of unethical production. The implementation was hounded by the company’s continued difficulties in its labor practices. Yet, it remains committed to continuing to transform its business to meet the demands of consumers and regulatory agencies alike.