“We would rather have it under our roof than at the other end of the city”, assumes the director of BHV Dijon

The Chinese e-commerce platform opened a store at BHV in Dijon (Côte-d’Or), formerly Galeries Lafayette, on November 18.

“We want to present, under one roof, the best of premium ready-to-wear, as the Lafayette model is known for, and the best of fast fashion”Tuesday, November 11 at ICI Bourgogne (formerly France Bleu), David Bouffelière, director of the former Galeries Lafayette in Dijon, which will be renamed BHV. A Shein store will open there on November 18.

The opening of the first Shein store on November 5 at BHV in Paris caused controversy. The Chinese e-commerce giant has been widely criticized for selling ultra-fast fashion products. He is now under investigation for selling child pornography sex dolls on his platform. “We do not forgive at all” What happened, “Shein needs to clean their front door to prevent situations like this from happening or recurring.”however, denounced David Bouffelière.

“Today, one in three French people buys at Shein. Therefore, we prefer to have it in our home rather than on the other side of town, in another city” to avoid “that the center of attraction is away from the heart of Dijon”confirmed the BHV Dijon boss. David Bouffelière assures that in the Shein store in Dijon, only products “where we can trace the entire journey, from the production line to distribution” will be offered for sale.