Portugal Colonial - Shein picks France for its first permanent stores

The company, whose environmental record and discount-driven business model are often under criticism, said in a statement the first shop would open at the BHV Marais department store in Paris.

It would be followed by five more in Galeries Lafayette department stores in the cities of Dijon, Reims, Grenoble, Angers and Limoges, it said.

The move comes through a partnership with retail property group Societe des Grands Magasins (SGM), which owns BHV Marais and several Galeries Lafayette stores.

"This alliance is more than just a launch -- it's a commitment to revitalise city centres across France, restore department stores and create opportunities for French fashion," Shein said.

It pledged to create 200 direct and indirect jobs in France.

Founded in China and now based in Singapore, Shein built its empire on ultra-cheap clothing, a vast product range and aggressive marketing.

But it faces mounting criticism over the environmental impact of its massive production, labour conditions and alleged unfair competition, with European brands accusing it of skirting EU standards and exploiting customs exemptions for low-value parcels.

Shein employs 16,000 people worldwide and posted $23 billion in revenue in 2022.

A.Motta--PC