Shein to go ahead with first physical store, in Paris, on Nov 5 despite backlash

PARIS - Controversial online fast fashion seller Shein will open its first brick-and-mortar store in the world in Paris next week, its new landlord announced on Oct 31.

The planned opening by the Asian clothing giant

has been opposed by politicians, unions and top fashion brands, as well as in a petition, but the storied BHV department store in central Paris insisted the move would go ahead on Nov 5.

Founded in China in 2012, but now with a headquarters in Singapore, Shein has faced criticism over working conditions in Chinese factories making clothes sold on the platform, its marketing tactics to tempt young people and its environmental impact.

But its value has skyrocketed in recent years, and it has overtaken many traditional high street fashion brands.

Societe des Grands Magasins (SGM) president Frederic Merlin, whose group manages the BHV Maris department store, said in a social media post that the Nov 5 opening would be a “world first” for Shein.

SGM, which has denounced “political pressure” against bringing in the Shein boutique, said five more permanent Shein shops would be opened in Galeries Lafayette stores around France, also managed by the group.

Since the Shein announcement was made, Disneyland Paris has abandoned plans to open a pop-up store in BHV, while workers at the Paris store have staged a strike over the plan. A French state-owned bank has pulled out of talks with SGM to purchase the Paris building.

Shein and other fast-fashion giants, such as Temu, have been targeted in a proposed new French law that would restrict their advertising and impose tighter environmental regulation.

Shein has already been ordered to pay fines totalling €191 million (S$287 million)

f

or breaching French laws

on the use of internet cookies, false and misleading advertising and failing to declare the presence of microplastics in its products.

Italy’s competition watchdog has also fined Shein €1 million over its claims to be environmentally green. AFP