Shein to open its first permanent physical store in France to tap key global fashion market

Shein will open the door to its first permanent physical store in the heart of all things fashion – Paris. The fast fashion giant will occupy concessions in department stores first in Paris, followed by five others in the cities of Dijon, Reims, Grenoble, Angers and Limoges.

In a statement to the BBC, Shein said that France’s “influential global fashion market” was a “natural choice” for the company’s pilot physical stores.

Shein primarily operates online and ships its products to over 150 countries via its website or app.

Shein, established in China in 2008 and now based in Singapore, has faced criticism for its fast-fashion model. The company quickly turns trending styles into cheap clothing, a strategy that has sparked concern over its environmental consequences.

Shein’s physical store to create jobs in France

While Shein has opened temporary pop-up stores in cities like Madrid, this is the first time the fashion retailer will open its permanent physical outlets in France.

The new locations are launching in collaboration with the retail property firm Societe des Grands Magasins (SGM). This French company operates department stores like BHV Marais and Galeries Lafayette, where Shein plans to set up its so-called “shop-in-shop” spaces.

In the statement, Shein said that opening its stores in France will create an estimated 200 jobs, adding that the collaboration with SGM will boost city centres and department stores in the country.

“By choosing France as the place to trial physical retail, Shein aims to benefit French customers and the wider retail sector,” the firm said.

Why is Shein so controversial?

Shein has become one of the world’s most popular fast-fashion brands, but it’s also one of the most controversial. The company is frequently criticised for its ultra-fast production model, which churns out thousands of low-cost garments in response to the latest trends. While this approach makes fashion more accessible, it raises serious concerns about environmental damage due to overproduction and waste.

Beyond sustainability, Shein has also faced allegations of labour exploitation, including reports of poor working conditions in factories linked to its supply chain. Critics have also questioned the brand’s transparency and its use of design replicas from independent artists. These issues have drawn scrutiny from regulators, human rights groups, and consumers alike, making Shein a flashpoint in the global debate over ethics in fashion.