Shein Store Rollout in Paris Region Delayed Amid Ongoing Scrutiny
Paris, France – November 14, 2025 – BHV department store chief Frédéric Merlin announced today a postponement of the planned opening of five Shein retail locations in the Paris region. While assuring the delays will be brief-spanning “a few days or a few weeks”-Merlin also indicated the openings are likely impacted by concerns over store size.
The decision arrives during a period of heightened scrutiny surrounding the fast-fashion giant, following recent controversies involving products sold on its platform and its impact on existing brands within the BHV. The postponement affects a key component of a strategy intended to revitalize the department store, which has seen brands like Dior, Guerlain, and Sandro depart, some due to financial disputes. This delay underscores the challenges of integrating Shein, a brand facing legal proceedings, into the established retail landscape.
Shein’s arrival at BHV Marais was initially positioned as a potential solution to the department store’s struggles. However, the launch was quickly overshadowed by a scandal involving the online sale of sex dolls resembling children and category A weapons. Though Shein removed the offending items and avoided suspension in France, it continues to navigate legal challenges and has temporarily suspended its marketplace for third-party sellers.
despite the controversies, merlin maintains the Shein partnership is proving successful, claiming the brand already generates 50% of the fashion turnover previously held by customary brands at BHV. The postponed openings represent a recalibration of the rollout plan as Shein addresses ongoing concerns and navigates the complexities of the French market.
