By Bradley Shahenza
Asian fast-fashion giant Shein has chosen France as the location to open its first permanent physical outlets.
It will occupy concessions in department stores first in Paris, followed by five others in the cities of Dijon, Reims, Grenoble, Angers and Limoges.
The fashion brand has become best known for its discounted and trendy clothes, but has drawn criticism over its environmental impact and working conditions.
The company has previously opened temporary pop-up stores in cities such as Madrid and Paris, but has never operated a permanent physical shop.
The new outlets are being opened through a partnership with retail property group Societe des Grands Magasins (SGM). The French company runs the BHV Marais and Galeries Lafayette department stores that will house what Shein calls “shop-in-shop” outlets.
The outlets will create an estimated 200 jobs in France, Shein said in a statement, adding that the collaboration aimed to revitalise city centres and department stores in the country.
“By choosing France as the place to trial physical retail, Shein aims to benefit French customers and the wider retail sector,” the firm said.
Shein, which ships to more than 150 countries, has primarily operated online through its website and app.
