Shein pursues French expansion despite regulatory resistance

Shein
Shein first entered France in November (Source: Reuters/Isabel Infantes)

Low-cost fashion retailer Shein is expanding into five more French cities despite the nation’s government vowing “resistance”.

Through a partnership with department store chain BHV, the Chinese fast-fashion brand is now in Angers, Dijon, Grenoble, Limoges and Reims. 

The move comes after France’s minister for small and medium-sized businesses, Serge Papin, claimed that Shein presented a “disturbance to public order” in the country, citing the company’s low costs as “unfair competition”.

Shein opened its first French store at a Paris flagship in BHV last November. It originally planned the expansion for December.

BHV’s operator, SGM, postponed the regional openings just 10 days after the Paris flagship opened, amid growing media pressure.

BHV is allowing Shein to operate its business independently, but will retain a commission on sales.

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