Shein, the global fast-fashion retailer, is preparing to open its first permanent physical store in Paris, one of the world’s fashion capitals. The company will start by setting up concessions inside department stores in Paris and later expand to five other French cities — Dijon, Reims, Grenoble, Angers, and Limoges.
In a statement to the BBC, Shein explained why it chose the country for its first permanent outlets. The company said France’s “influential global fashion market” made it a “natural choice” for its pilot project in physical retail.
From Online to Offline Expansion
Founded in China in 2008 and now headquartered in Singapore, Shein has grown into a dominant online fashion platform. It sells clothing in more than 150 countries through its website and mobile app.
Until now, the brand has relied mainly on temporary pop-up stores, including one in Madrid, to connect with customers offline. However, this marks the first time Shein will establish permanent physical outlets in France.
Partnership with French Retailer
The new stores will open in partnership with the French retail property group Societe des Grands Magasins (SGM). SGM operates popular department stores such as BHV Marais and Galeries Lafayette. Shein will use these venues to create “shop-in-shop” spaces dedicated to its collections.
Shein also said the project will generate economic benefits. It expects to create about 200 jobs in France. The company stressed that its collaboration with SGM will support local department stores and help revive city centres.
“By choosing France as the place to trial physical retail, Shein aims to benefit French customers and the wider retail sector,” the statement added.
A Controversial Brand
Despite its rapid success, Shein remains one of the most controversial brands in the fashion world. Its ultra-fast production model allows the company to release thousands of new designs quickly and at low prices. While this strategy makes fashion more affordable, critics argue that it worsens environmental damage through overproduction, textile waste, and pollution.
Shein has also faced serious accusations beyond sustainability. Human rights groups and independent investigations have raised concerns about labour exploitation and poor working conditions in factories tied to its supply chain. Additionally, the company has been criticised for lacking transparency and for allegedly copying designs from independent artists.
These controversies have put Shein under scrutiny from regulators, activists, and consumers. Its move into permanent physical stores in France may strengthen its global reach, but it also risks reigniting debates about ethics and responsibility in the fast-fashion industry.