Shein Set to Revitalize French City Centers with First Permanent Stores
Fast fashion retailer Shein is set to make its mark on France with the opening of its first permanent physical stores. The company, known for its trendy and discounted online clothing, will start in Paris and expand to five more cities, creating around 200 jobs in the process.
Shein's entry into France comes as the French Senate considers regulations for the fast fashion industry. The company, which has faced criticism for its environmental impact and working conditions, aims to revitalise city centres and support the wider retail sector with its new stores.
The expansion will see Shein open in Dijon, Reims, Grenoble, Angers, and Limoges, following its initial launch in Paris. This move marks a departure from Shein's previous strategy of temporary pop-up stores. The new locations will be housed in department stores through a partnership with Societe des Grands Magasins (SGM).
France was chosen for this brick-and-mortar retail test due to its influential global fashion market. Shein, which operates in over 150 countries online, hopes to provide French customers with a new shopping experience.
Shein's expansion into France signals a new chapter for the online fast fashion retailer. With the opening of its first permanent physical stores, the company seeks to benefit customers, revitalise city centres, and contribute to the French retail sector. The move also comes amidst growing scrutiny of the fast fashion industry in France.
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