• Shein selects France to launch its first permanent stores, set for November.
• The retail giant faces pushback from local competitors and politicians.
• Shein pledges to create 200 jobs and claims to support local fashion.

Asian fast-fashion retailer Shein has announced plans to open its first permanent stores in France in November, starting with a shop-in-shop at the BHV Marais department store in Paris, followed by locations in five Galeries Lafayette stores across other cities like Dijon and Reims. This move comes through a partnership with Société des Grands Magasins (SGM), which operates these department stores, suggesting an intention to revive city centres and department shopping.

While Shein aims to capture the influential French fashion market, the company is under scrutiny for its practices and the impact it could have on local retailers already facing challenges. Many local fashion brands, including Jennyfer and Naf Naf, are struggling to compete against Shein's constant discounts and marketing strategies, leading to accusations that it undermines the traditional retail landscape. "They are creating a new Shein megastore that aims to flood our market with disposable products," said Yann Rivoallan from the French fashion retail association.

Despite facing criticism over environmental issues and poor working conditions, Shein asserts that these stores will generate around 200 jobs and support French fashion—aligning with retail trends that cater to young consumers. The brand has previously only operated pop-up stores, making this expansion a significant shift in its retail strategy as it seeks to establish a foothold in the European market.