As Christmas sales approach the start, Frédéric Merlin is forced to swallow his ambitions. The President of the Société des Grands Stores (SGM), who inaugurated the Shein store inside BHV located in Paris, Wednesday 5 November, announced to postpone the inauguration of similar spaces in Dijon, Reims, Grenoble, Limoges and Angers. This delay should allow the brand to do just that “do better”, he assured in an interview with BFM-TV, Friday 14 November. Initially, the brand planned to inaugurate Shein stores within its stores in Dijon and Reims, on Tuesday, November 18, then in Reims, on November 21, before Limoges and Angers, in early December. However the setbacks of BHV and Shein caused this schedule to slip.
These delays will occur “a few days or a few weeks”said a spokesman for the group founded by Frédéric Merlin and his sister Maryline, without giving a new date. He had to give Shein time to provide a more suitable range of clothes than those presented at BHV. Because, even so “50,000 subscribers” which according to Mr. Merlin rushed into the shop on rue de Rivoli in Paris, on the first day of operation of the Shein store, this 1,200 m² space caused a lot of disappointment.
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