Chinese fast-fashion retailer Shein is making its first permanent push into European brick-and-mortar retail. On November 5, the company will open a long-term physical store in Paris, located in the historic department store Bazar de l’Hôtel de Ville (BHV) in the Marais district. The space covers more than 1,000 square meters, marking a strategic shift beyond pop-up locations toward a lasting presence in European retail hubs.
The move comes despite significant criticism and protests from labor unions, local retailers and the Paris city administration. Critics accuse Shein of unfair competition, poor working conditions and environmental harm linked to its ultra-fast-fashion model. Concerns also center on the pressure such a low-price, high-volume player puts on established retailers and sustainability-oriented fashion companies.
Shein, however, frames the store launch as a major step in strengthening its brand in Europe and expanding its global footprint. The company is pursuing a clear omnichannel strategy, blending digital leadership with selective physical retail to deepen market penetration and consumer engagement.
For the fashion sector, this development highlights a central shift:
brick-and-mortar retail is not dead — it is being redefined by digital-born giants.
SK
Beitragsbild: IMAGO / PsnewZ
