Chinese fast-fashion giant Shein has announced plans to open its first permanent physical stores worldwide in France, marking a significant expansion beyond its online-only business model. The Singapore-based company, founded in China in 2012, will launch six stores beginning in November through an exclusive partnership with Société des Grands Magasins (SGM), a commercial real estate firm that owns and operates several French department stores.

The rollout will commence at the BHV Marais in Paris, followed by gradual expansion to Galeries Lafayette locations in Dijon, Grenoble, Limoges, Angers, and Reims. Shein described the alliance as "more than just a launch" but rather "a commitment to revitalize urban centers throughout France, restore department stores, and develop opportunities for French fashion." The company projects the initiative will create 200 direct and indirect jobs within SGM operations.

However, the announcement immediately sparked controversy as Galeries Lafayette Group expressed "profound disagreement" with SGM's decision. In a statement, the French department store chain criticized the partnership as contradictory to its positioning and values, calling Shein's ultra-fast fashion practices incompatible with their offerings. The group further asserted the project violates contractual affiliation conditions between SGM and Galeries Lafayette and vowed to prevent implementation of the Shein partnership.

Shein, known for extremely low-priced clothing and accessories with vast product selections and aggressive marketing, faces ongoing scrutiny in Europe. The textile and fashion sector accuses the Asian company of unfair competition against local businesses, alleging non-compliance with European environmental, social rights, and consumer safety standards. Additional concerns include environmental pollution from massive clothing volumes and suspected poor working conditions among suppliers, primarily based in China.