Shein to launch First European Stores in France, Marking Shift for Online Retailer
PARIS - Fast-fashion giant Shein will open its first permanent physical stores in Europe, beginning with a location at the BHV Marais department store in paris, the company announced today. The move represents a significant step for the online retailer, which has faced increasing scrutiny over data privacy and buisness practices.
The expansion will include additional stores in Dijon, Reims, Grenoble, Angers, and Limoges, France. This decision comes just a month after Shein received a fine from French authorities for violating data storage laws. The company, known for its aggressive online marketing and alleged replication of designs from European luxury brands, is signaling a commitment to a more visible presence in a key fashion market.
“By choosing France for the first stores,we honor the country’s position as the most critically importent fashion capital,” said Shein CEO Donald Tang in a statement.
Founded in China and now headquartered in Singapore, Shein has rapidly grown to become a dominant force in the online fast-fashion industry. The company’s business model relies heavily on social media marketing and extremely low prices, attracting a young and price-conscious customer base. However,Shein has also been criticized for its environmental impact and labor practices.
The opening of physical stores could allow Shein to address some of these concerns by offering a more transparent shopping experience and perhaps improving its supply chain oversight. It also represents a strategic shift towards a more diversified retail strategy, blending its online dominance with a conventional brick-and-mortar presence.
