---

Controversy: SHEIN to Open Physical Stores in France

The Chinese e-commerce giant SHEIN announced plans to open six physical pop-up stores in France this November, including locations at the famous BHV Marais in Paris and several Galeries Lafayette branches. This move has sparked intense backlash across the country.

Key Reactions and Consequences:

• Brand Exodus: At least 12 brands, including beauty brand Aime and clothing label Culture Vintage, have decided to leave BHV. Aime’s co-founder stated they refuse to “endorse” SHEIN’s values by staying.
• Disneyland Paris Withdrawal: Disneyland Paris cancelled its planned “it’s a small world” themed pop-up at BHV, stating the current environment is “unsuitable” for their Christmas events.
• Public and Political Outcry: * A petition on Change.org against SHEIN’s presence has gained nearly 110,000 signatures, citing concerns over environmental impact and labor conditions.

• • The French Minister for Small and Medium Enterprises, Serge Papin, expressed his opposition, calling the partnership a “bad signal.”
• Financial Impact: BHV was reportedly seeking investment from the state-owned Banque des Territoires (CDC), but negotiations halted following the SHEIN announcement.
• Worker Protest: Hundreds of BHV employees went on strike to protest the deal.

Management’s Defense:

Frédéric Merlin, president of SGM Group (which owns BHV), defended the partnership. He argued that the goal is to drive foot traffic and revitalize consumption. He also criticized the media and politicians for what he described as a “contemptuous” attitude toward SHEIN’s consumer base.

***Photo Reference: https://www.alamy.com/the-exterior-of-bhv-department-store-on-rue-de-rivoli-in-the-marais-district-of-paris-france-image575892761.html***