This expansion comes amid ongoing criticism of Shein's business practices, including exploitation of European customs exemptions that facilitate low-cost shipping, which complicates customs control and fuels controversy.

The French fashion industry is experiencing turmoil, exemplified by the bankruptcy of local brands like IKKS, as fast fashion giants like Shein continue to grow and challenge traditional retailers.

The move into permanent stores signals a significant shift for Shein, which has traditionally operated pop-ups, aiming to combine digital strengths with offline retail to adapt to evolving market demands.

Shein faces persistent scrutiny over its social, environmental, and regulatory practices, particularly concerning its supply chain and labor conditions, which have tarnished its reputation despite its market success.

Public opinion in France remains divided, with a 2025 YouGov survey showing 40% of the population holds a negative view of Shein, even as the brand attracts millions of consumers, including young shoppers drawn by its low prices.

Shein, the Chinese fast-fashion giant, is making a major push into France by opening permanent physical stores at iconic locations such as BHV Marais in Paris and five Galeries Lafayette stores across Dijon, Reims, Grenoble, Limoges, and Angers, marking its first significant physical retail presence in the country.

Shein’s strategy emphasizes making fashion accessible and diverse, aiming to democratize style, but its aggressive growth and controversial partnerships continue to spark debate.

While Shein’s low prices attract young consumers like Parisian teen Alexandra, growing awareness of ethical issues related to its labor practices is making some shoppers more cautious.

Market experts warn that Shein’s strategy of blending online dominance with physical stores may struggle to attract younger consumers or generate the expected foot traffic, especially given the brand’s inconsistent image.

Founded in Canton and now headquartered in Singapore, Shein’s rapid international expansion, including its physical retail push in France, has drawn criticism from local brands and politicians concerned about its business practices.

Despite its rapid growth, Shein’s reputation is hampered by issues like poor labor practices and environmental concerns, which continue to affect consumer perception.

However, the initiative faces strong opposition from French local officials, including Paris Mayor Anne Hidalgo and Angers Mayor Christophe Béchu, who criticize Shein for undermining sustainable local commerce and supporting fast fashion’s negative impacts.

This expansion also raises questions about the company's ownership transparency and regulatory compliance, with French authorities fining Shein €176 million in 2024 for data collection violations.