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Shein has announced plans to open its first physical locations in France this November, even as the country works on legislation to regulate the fast-fashion industry, as reported by Euronews and Reuters. The online retailer, which manufactures most of its ultra-cheap clothing in China, will open locations inside department stores across Dijon, Grenoble, Reims, Limoges, and Angers through a partnership with real estate company Société des Grands Magasins (SGM).
Until now, Shein has only operated online, aside from the pop-up stores that have appeared in locations like New York City. Its decision to open up stores in France comes just months after the French Senate approved a law that would impose a tax on fast-fashion companies like Shein and Temu based on their environmental impact, as well as ban them from advertising.
SGM owns the Bazar de l’Hôtel de Ville (BHV) department store chain, and also operates a string of Galeries Lafayette in France stores under a franchise agreement. Shein is supposed to set up shop in both of these stores, though Galeries Lafayette told Reuters it “profoundly disagrees” with the decision, as Shein’s “positioning and practices” contradict the department store chain’s “offer and values.” Galeries Lafayette adds that the move is in violation of its franchise agreement with SGM, according to Reuters.
Paris Mayor Anne Hidalgo similarly said in a machine-translated statement on LinkedIn that the city “denounces the establishment of Shein” in the local BHV store. “This choice is contrary to the ecological and social ambitions of Paris, which supports responsible and sustainable local commerce,” Hidalgo writes.
