Shein has announced plans to open its first permanent physical outlets in France, marking a major step for the online fast-fashion giant.
The company will launch its first concession in Paris before expanding to five other cities—Dijon, Reims, Grenoble, Angers, and Limoges. The outlets will operate as “shop-in-shop” spaces within major department stores through a partnership with French retail property group Société des Grands Magasins (SGM), which manages BHV Marais and Galeries Lafayette.
Shein said France’s status as an “influential global fashion market” made it a natural choice to test physical retail. The company added that the new outlets are expected to create about 200 jobs and contribute to the revitalization of city centres.
The move follows several temporary pop-up stores in Europe, including Paris and Madrid, but marks the first time Shein will maintain a permanent physical presence.
The announcement comes as France tightens regulation of the fast-fashion sector. In June, the French Senate approved legislation targeting low-cost online retailers such as Shein and Temu, including restrictions on advertising and financial penalties.
Founded in China in 2008 and now headquartered in Singapore, Shein ships to more than 150 countries and has built a global following with its low-cost, trend-driven clothing.
However, the company has long faced scrutiny over its environmental impact and labor practices. Critics argue its business model, which churns out large volumes of inexpensive clothing at speed, drives overconsumption and waste.
Concerns about worker conditions persist. A 2024 report by Swiss advocacy group Public Eye alleged that some suppliers required staff to work up to 75 hours a week, despite Shein pledging improvements in its supply chain.
The company maintains that its expansion into physical retail is aimed at improving customer access while supporting local retail ecosystems.
