France selected the Asian platform for the opening of its first permanent physical shops. This is a world premiere and an “commitment to revive the city centers,” said the company. Shein is regularly accused of unfair competition because it floods the market with discount products sold online.
Six stores will open from November. After the start of the BHV Marais in Paris, five other shops in the houses of Galeries Lafayette in Dijon, Reims, Grenoble, Angers and Limoges are to follow. This emerges from a message published on Wednesday.
Partnership with the Société des Grands Magasin
For this, Shein has merged with the Société des Grands Magasin (SGM). SGM is a commercial property company that has and operates and operates the BHV Marais and the Galeries-Lafayette department store.
“This alliance is more than just a start. It is an engagement to revive the city centers throughout France, to revive the large department stores and to develop opportunities for French prêt-à-porter fashion,” said Shein. The company promises “the creation of 200 direct and indirect jobs in France within the SGM”.
Shein was founded in China in 2012 and is now based in Singapore. The brand is mainly known for clothing and accessories. It is characterized by extremely low prices, a wealth of articles and aggressive marketing.
Shein is accused of pollution because the company brings huge quantities to the market. It is also suspected of promoting unworthy working conditions, since the goods are mainly obtained from China. Therefore, Shein is targeted by the French and European textile and clothing industry.
The industry accuses the Asian giants of unfair competition against European companies. Shein does not adhere to the European standards for the environment, social rights and consumer protection that apply to the companies there.
In addition, the company benefits from a European regulation that releases small packages of customs fees. This enables Shein to send its products inexpensively and make the controls through customs.
The company employs 16,000 people worldwide: inside and in 2022 generated sales of $ 23 billion (20 billion euros).
This article was used with digital tools translated.
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