Shein has delayed the launch of five planned concession outlets across France after shoppers at its new Paris location reacted to higher-than-expected prices, as reported by Reuters, citing department store owner Société des Grands Magasins (SGM).
The company is reworking its approach in response.
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The fast-fashion group’s first bricks-and-mortar presence in France opened on 5 November 2025 inside SGM-owned BHV in Paris, attracting large crowds and provoking criticism from rival retailers.
Visitors on opening day found that some tags were above prices typically listed on Shein’s French site.
Items including fake leather shorts were priced at €41.03 ($47), knitted cardigans at €22.99,and MOTF jackets at €64.99 – price points more comparable to Zara than Shein’s typical online offering.
An SGM spokesperson also told Reuters that the company intends to negotiate larger footprints for Shein in its regional department stores, enabling a wider selection of lower-cost goods to be sold alongside more premium lines such as the MOTF brand.
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By GlobalData“We prefer to push the openings back by a few days, to get around the table, improve the range, expand the spaces and offer lower prices,” the spokesperson told the news agency.
SGM had previously announced plans to launch Shein shop-in-shops at regional department stores in the coming weeks, with the first locations opening in Dijon, Reims and Grenoble in November, followed by Angers and Limoges in early December.
SGM and Shein spokespeople explained that new opening dates have not yet been determined.
The opening of Paris store coincided with France’s finance ministry moving to suspend Shein’s online platform over listings that included child-like sex dolls and banned weapons.
Economy minister Roland Lescure warned in early November 2025 that Shein could be barred from the French market if such items reappeared.
The ministry later halted the suspension process but stated Shein would remain under close surveillance.
On 7 November, the French consumer watchdog confirmed that all illegal items, including medicines, had been removed from Shein’s platform.
