Shein out at BHV as Paris retailer changes hands and charts new course
PARIS, June 17 — French department store BHV and online fast-fashion retailer Shein have ended their partnership, just seven months after the opening of a permanent Shein shop in the Paris department store triggered controversy and widespread criticism.
Société des Grands Magasins (SGM), which has operated BHV in Paris since 2023, said it is selling the Parisian department store to its current management team led by Karl-Stéphane Cottendin.
Cottendin said BHV would end its partnership with Shein, describing it as a mistake, according to a spokesperson.
BHV drew criticism for the tie-up with Shein because of the Singapore-based company’s business model of rock-bottom pricing and the sale of illegal products on its platform.
Shein said in a statement that the collaboration with SGM had always been intended to be temporary.
Shein’s launch at BHV in November was met with protests and, on opening day, the French government launched an attempt to shut down its platform, a move later overturned by a Paris court.
Loyal Shein shoppers who had queued up for the launch were also underwhelmed by the store’s offering, with many saying prices were much higher than on Shein’s vast online platform, known for US$5 (RM20.34) dresses and US$10 (RM40.68) jeans.
SGM had been struggling before the Shein partnership, falling behind on payments to suppliers, and the Shein launch prompted many brands to leave the department store in protest.
Shein today said it respects BHV’s decision but added that it was “regrettable” customers had to navigate ongoing construction works in the department store.
