Shein Picks France for First Permanent Stores

Asian fast-fashion giant Shein has chosen France to open its first permanent outlets, starting with concessions in Paris department stores before expanding to five other cities including Dijon, Reims, and Grenoble.

The move marks a shift for Shein, which until now relied on online sales and temporary pop-ups. Partnering with Societe des Grands Magasins (SGM), the brand says the outlets will create around 200 jobs and help revitalise French city centres.

Shein called France’s fashion market a “natural choice,” but the expansion comes as the company faces growing criticism over its environmental impact and labour conditions. In June, the French Senate approved a bill targeting fast-fashion firms such as Shein and Temu with restrictions and advertising bans.