Shein will launch permanent inside department stores in Paris, also expanding to five additional French cities: Dijon, Reims, Grenoble, Angers, and Limoges.
The company told the BBC on Thursday that France’s status as a “highly influential global fashion market” made it the natural choice for testing its first permanent retail presence.
Best known for its low-cost, trend-driven clothing, Shein has also faced heavy criticism over its environmental footprint and labour practices. While the brand has previously run temporary pop-up shops in places such as Madrid and Paris, these will be its first fixed locations.
The new outlets are being developed in partnership with French retail property group Société des Grands Magasins (SGM), which operates major department stores including BHV Marais and Galeries Lafayette. These stores will host Shein’s new “shop-in-shop” spaces.
According to Shein, the expansion will create around 200 jobs in France. The company said the collaboration with SGM is intended to help revitalize department stores and city centres.
“By selecting France to pilot our physical retail strategy, Shein hopes to bring value to French customers as well as the wider retail industry,” the brand stated.
The move comes shortly after the French Senate passed a bill in June targeting the fast-fashion sector, introducing restrictions on advertising and potential sanctions for companies such as Shein and its competitor Temu.
Shein, founded in China in 2008 and now headquartered in Singapore, has primarily operated online, shipping to more than 150 countries via its website and app. Its ultra-fast-fashion model, which churns out low-cost clothing based on emerging trends, has long raised environmental concerns.
The company’s supply chain has also faced scrutiny. A 2024 investigation by Swiss watchdog Public Eye reported that some workers at Shein suppliers were working up to 75 hours a week, despite the company’s earlier pledges to improve labour standards.
