Read on FashionNetwork.comShein Opens First Permanent Physical Store in Paris Amid Controversy
Chinese ultra-fast-fashion giant Shein has launched its first permanent physical store worldwide at Le BHV Marais in Paris. The 1,000-square-meter space opened on November 5, 2025, drawing large crowds of enthusiastic shoppers while facing protests from critics. Located on the sixth floor of the iconic Parisian department store, the boutique offers a curated selection of Shein's fashion lines with prices ranging from €7.49 to €127.49, though notably missing the ultra-low price points that helped build the brand's online success.
Chinese ultra-fast-fashion giant Shein has made a significant leap into physical retail with the opening of its first permanent store worldwide at Le BHV Marais in Paris. The landmark opening on November 5, 2025, marks a strategic shift for the e-commerce powerhouse as it establishes a tangible presence in one of the world's fashion capitals.
Grand Opening Amid Mixed Reactions
The store opening drew a large crowd of enthusiastic customers who waited in long queues to be among the first to experience Shein's physical retail concept. According to FashionNetwork.com, the event began with an introductory speech and countdown, followed by the symbolic ribbon-cutting ceremony led by Frédéric Merlin, managing director of BHV and Société des Grands Magasins. Merlin expressed surprise at the enthusiasm for the opening, noting it attracted both new customers and regular BHV shoppers.
However, the celebration was not without controversy. Across the street, dozens of demonstrators including local elected officials and union representatives voiced their disapproval of the much-maligned brand setting up shop in Paris. Protesters even entered the Shein area during the opening to brandish placards and shout slogans against the Chinese retailer, requiring significant police presence around the event.
Store Layout and Product Range
The new 1,000-square-meter space occupies a large open area on BHV's sixth floor, primarily dedicated to womenswear. While the layout doesn't feature major retail innovations, the range is clearly compartmentalized into casualwear, sportswear, formalwear, and accessories. Approximately 80% of the items target female customers across different profiles, with the remainder forming a more limited menswear offering including zip-up jumpers, cargo trousers, and casual basics.
Clothes are presented on simple shelves along the walls, while more classic rails display the majority of pieces in the center. The staging is elevated by carefully chosen furnishings including marble, stone, or glass tables complemented by tempered-steel details, creating a more premium visual impression than might be expected from the fast-fashion retailer.
Brand Segmentation and Pricing Strategy
The spaces are structured by zone, identified by Shein sub-brands such as Aralina, Motf, Dazy, and Anewsta. Each zone features a staging area with mannequins and product presentation space, offering a clear read of the range. Comfortable armchairs scattered throughout the store enhance the visitor experience, indicating the brand's attention to physical retail comfort.
On pricing, the store maintains Shein's promise of accessibility with items ranging from a sports bra at €7.49 to a Dazy down jacket at €127.49 as the store's most expensive item. Notably absent are the €2 or €3 pieces that helped drive the brand's online success. Each product carries a QR code linking to the product page on Shein's website, where prices are sometimes significantly lower than in-store.
Digital to Physical Transition Challenges
The store features surprisingly few screens, contrary to expectations for an e-commerce player, instead asserting a classic physical retail presence. Another digital promise that doesn't fully translate to the physical world is Shein's offer for all body types—in-store sizes range only from XS to XL, a more limited selection than available online.
Despite the controversies and limitations, the opening proved successful with crowds filling bags and emptying rails. However, the pulling power of Shein as a locomotive for the entire BHV department store remains to be demonstrated, as other floors experienced very low footfall during the opening. To generate cross-store traffic, BHV promised vouchers equivalent to the amount of Shein purchases made on opening day.
Shein's entry into physical retail represents a significant milestone for the ultra-fast-fashion industry. The Paris store serves as a testing ground for how digital-native brands can successfully transition to physical spaces while maintaining their core value propositions. The mixed reception—enthusiastic shoppers alongside vocal protesters—highlights the complex challenges facing fast-fashion retailers as they expand their physical footprint in increasingly conscious consumer markets.
