Shein Faces Setbacks with Store Openings in France Amid Industry Protection Concerns

On November 5, 2025, Shein inaugurated a store at the BHV department store in Paris, attracting around 50,000 customers on opening day. However, despite the impressive footfall, the reception was largely negative due to dissatisfaction with the product offerings. This has prompted Frédéric Merlin, president of the Société des grands magasins (SGM), to announce a postponement of further Shein store openings originally planned for November 18 and 21 in cities such as Dijon, Reims, Grenoble, Limoges, and Angers. The delays aim to allow improvements in the product range to better meet customer expectations, though no new dates have yet been announced. (Source 144051)

Meanwhile, French President Emmanuel Macron emphasized the importance of protecting the national industry through supportive policies. Macron cited the success of the Dutreil pact, which lowers inheritance taxes to help businesses remain French-owned, as essential in preventing foreign takeovers. On the issue of Shein, the French government lifted an administrative suspension on the company after it complied with a directive to remove illegal products from its platform. However, Shein continues to face ongoing legal actions aimed at blocking its website, reflecting the complex regulatory challenges it faces in France. (Source 144003)

These developments illustrate both the challenges Shein encounters in expanding its retail presence in France and the broader political context emphasizing industrial protection and legal compliance. The initial excitement surrounding Shein's arrival is currently tempered by a need to address product quality and regulatory issues, while the government maintains a cautious stance towards foreign companies impacting the French market.