(qlmbusinessnews.com . Fri 3rd Oct, 2025) London, UK —
Shein's Expansion into French Retail: Strategic Partnership with SGM to Open Stores
Asian fashion powerhouse Shein has set its sights on France for the inauguration of its first-ever permanent brick-and-mortar stores, marking a significant shift in the company's retail strategy.
The ambitious rollout will see Shein establishing presence within department store concessions, starting with the capital, Paris. Subsequently, the brand is slated to expand into other French cities, including Dijon, Reims, Grenoble, Angers, and Limoges.
In a conversation with the Reporters, Shein cited the “influential global fashion market” of France as a compelling reason for selecting it as the launchpad for its foray into physical retail spaces.
Renowned for offering fashionable attire at bargain prices, Shein has not been without its share of controversies, particularly regarding environmental concerns and the working conditions of its labor force.
Historically, Shein's operations have been confined to the digital realm, with the brand engaging customers through its website and app, aside from staging temporary pop-up stores in cities like Madrid and Paris. This venture into permanent locations marks a new chapter for the e-commerce giant.
These forthcoming ventures are set to emerge through a partnership with French retail group Societe des Grands Magasins (SGM), the proprietors behind famed department stores such as BHV Marais and Galeries Lafayette, where Shein’s “shop-in-shop” concepts will be housed.
Shein anticipates that the establishment of these outlets will generate approximately 200 job opportunities in France. The company is optimistic that this move will not only serve French consumers but invigorate the retail landscape and rejuvenate city centers and department stores across the nation.
The brand's choice to test physical retail in France aligns with the country's recent legislative efforts in June to crack down on the fast-fashion industry. The French Senate passed a bill targeting companies that proliferate cheap, swiftly produced clothing by imposing sanctions and banning their advertisements, directly affecting brands like Shein and its competitor Temu.
Founded in 2008 in China and now headquartered in Singapore, Shein has grown to ship its products to over 150 countries worldwide. However, the brand's rapid production cycle, a hallmark of the fast-fashion industry, has sparked debates over its sustainability and ethical practices.
A 2024 report by Swiss non-profit Public Eye revealed troubling work conditions, with some supplier facilities recording work weeks of up to 75 hours, casting shadows over Shein's promises to better its supply chain environment.
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