Shein plots first permanent stores in France

The online fast fashion giant has partnered with department store owner Société des Grands Magasins (SGM) to launch six concessions across its portfolio.

The etailer will unveil its first shop-in-shop on the sixth floor of the BHV in central Paris in early November, with later openings planned in the Galeries Lafayette department stores in Dijon, Grenoble, Reims, Limoges and Angers.

It marks a new change for Shein, which up until now has only hosted temporary pop-ups in key cities around the world as part of its marketing efforts.

The online giant welcomed around 14,000 visitors last weekend at its latest pop-up along London’s Oxford Street to celebrate the launch of its new 2025 autumn/winter collection.

A Shein spokesperson told Retail Week: “We are partnering with SGM to trial physical offline retail experiences across 6 cities in France, combining SGM’s ambition to transform shopping centres into true destinations with Shein’s digitally-driven ability to accurately forecast localised customer demand.

“As an influential global fashion market, France is a natural choice as our first test market for such physical retail experiences. Additionally, Shein customer feedback in France over the last few years has shown growing desire for more physical touchpoints with our brand.

“This trial offers us an opportunity to experiment with new ways to merge our industry-leading on-demand model with offline retail, bringing the convenience and value our customers expect while enabling in-person interactions and a physical brand experience.”