The French trade association Fédération des Enseignes de l’Habillement announced the unanimous exclusion of the Pimkie fashion brand on Friday. The background is the recently closed partnership with the controversial online retailer Shein.
The association has long been criticizing the business model of Shein, which is based on the bypass of rules, unfair competition and massive environmental impact – to the disadvantage of companies based in France that create jobs. Shein also violates central consumers: internal and environmental protection standards. Misleading business practices, wrong discounts, defective information on consumers: interior rights and sustainability, buying pressure mechanisms, data protection violations and the intensive use of air freight.
“By working with Shein, Pimkie has moved away from the common obligations of the industry,” says the message.
Pimkie defends decision
Pimkie CEO Salih Halassi reacted to the AFP news agency with criticism of the industry associations: “Since I took over over two years ago, I have not received any support from the organizations. Many have probably expected the end of the brand.”
Halassi emphasized that Pimkie is about to reach the profit threshold. The company opened twelve new branches in 2025, and further expansions were planned for 2026. The partnership with Shein enables faster and stronger international development.
Shein said on Tuesday that Pimkie would benefit from his global ecosystem through the “Shein Xcelerator” program. In the future, the collections should be available in 160 countries. Pimkie also gains access to Sheins Logistik, including production on call and handling online orders.
Brand between renovation and criticism
Pimkie was founded in 1971 and currently operates around 200 branches in France (without overseas areas). The company has over 700 employees and was recently in financial difficulties, including two social plans and a protective shield procedure.
With the step into the cooperation with Shein, Pimkie has contracted the displeasure of the industry – from trade associations to fashion companies.
The Alliance Du Commerce, which, in addition to the Fédération of the Enseignes de l’Habillement, also includes the Union du Grand Commerce de Center-Ville and the Fédération of the Enseignes de la Chaussure, represents a total of 26,000 businesses with 150,000 employees in France.
This article was used with digital tools translated.
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