The opening of Shein stores in five BHVs outside Paris, planned for November and December, will be postponed “a few days or a few weeks”announced Frédéric Merlin, boss of Société des department stores (SGM), Friday 14 November on BFM-TV, arguing for the need« adapted(uh) offer » And “pricing policy”.
“Shein stores in the provinces are certainly too small, therefore we are afraid of frustrating customers because we really want to learn from our start-up in BHV and can try to do better to satisfy our customers even better”he confirmed. “We are working with Shein to get more suitable orders (And) to a space that might be a little more important”added Mr. Merlin.
After arriving at BHV Paris on November 5, Shein will stay on November 18 in Dijon and Reims, on November 21 in Grenoble, and in early December in Angers and Limoges. The opening of the Paris store, the world’s first physical and long-term sales location for an Asian platform, comes amid a scandal following the online sale of sex dolls resembling little girls, as well as category A weapons by Shein.
Grenoble Mayor Eric Piolle has asked the SGM to do so “suspend” Shein’s arrival while waiting for guarantees of control over the legality of its products. After removing all illegal products from its site, Shein escaped suspension in France, but still had to undergo legal proceedings.
The department store that would welcome Shein to these cities was renamed BHV, the Galeries Lafayette group, which gave them their name, after terminating its contract with SGM to avoid being associated with Shein. Owner of the BHV business since 2023, SGM operates seven department stores which are now Galeries Lafayette (also in Le Mans and Orléans) and around ten shopping centers.
