The massive Asian fast-fashion retailer Shein has decided to create its first permanent physical stores in France. It will initially set up shop in department shops in Paris, then five more in Dijon, Reims, Grenoble, Angers, and Limoges.
France’s “influential global fashion market” was a “natural choice” for Shein to test the concept of physical stores, the company told the BBC on Thursday. The fashion firm has gained notoriety for its fashionable and affordable clothing, but it has also come under fire for its labor conditions and environmental effects.
The business has never operated a permanent physical store, but it has previously set up temporary pop-up shops in locations such as Madrid and Paris.
Société des Grands Magasins (SGM), a retail property group, is partnering with the new stores to help them open. The department stores BHV Marais and Galeries Lafayette, which the French firm operates, will host what Shein refers to as “shop-in-shop” locations.
According to a statement from Shein, the stores would generate an estimated 200 employment in France. The partnership also aims to revitalise department stores and city centres in the nation. Shein primarily conducts business online through its website and app, shipping to over 150 countries.
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