Shein set to open first physical store in Paris

Opposition and political backlash

Shein’s move into the Paris retail scene has sparked widespread backlash. Critics have condemned the company’s alleged poor labour conditions in Chinese factories, its marketing tactics targeting young consumers, and its negative environmental impact. In response to the controversy, Disneyland Paris cancelled plans to host a Shein pop-up, and employees at BHV have gone on strike to protest the opening. Additionally, a French state-owned bank withdrew from negotiations to purchase the BHV building following public pressure.

Expansion plans despite pressure

Despite the backlash, the Societe des Grands Magasins (SGM)—which manages the BHV Marais—confirmed that Shein’s Paris store will open as planned and announced further expansion. SGM President Frederic Merlin revealed that five additional Shein boutiques are planned for Galeries Lafayette stores across France. He denounced what he called “political pressure” attempting to halt the project.

Legal and regulatory challenges

Shein and other fast-fashion competitors, such as Temu, are facing tighter scrutiny under a proposed French law aimed at curbing advertising and enforcing stricter environmental regulations. The company has already been fined €191 million ($221 million) in France for violations related to internet cookies, false advertising, and undeclared microplastics in its products. Italy’s competition watchdog also fined Shein €1 million for misleading claims about environmental sustainability.

A divisive entry into Europe’s fashion capital

Founded in China in 2012 and now headquartered in Singapore, Shein’s rapid rise has reshaped global fashion retail. Despite its controversies, the brand’s immense popularity and affordability have helped it overtake many traditional high-street fashion chains. Its physical debut in Paris marks a bold new chapter in its expansion, testing whether global consumer enthusiasm can outweigh growing ethical and environmental criticism.