Asian fast-fashion leader Shein has picked the French market as the site to open its debut fixed retail stores.
Shein plans to run store areas in department stores initially in the French capital, with subsequent openings in five additional cities such as Dijon, Reims, Grenoble, Angers and Limoges.
France's strong presence in the fashion world served as a logical option for the company's testing ground for brick-and-mortar shops, Shein explained.
The fashion brand has become most famous for its discounted and trendy clothes, yet has faced negative feedback over its environmental impact plus employee treatment.
From Pop-Up to Permanent
The retailer had earlier launched short-term retail spaces in locations including Madrid and Paris, though it hadn't run a long-term storefront.
These upcoming stores are being opened via a collaboration with commercial real estate firm SGM.
This French firm runs the BHV Marais and Galeries Lafayette retail centers that will contain what the brand terms retail spaces inside larger stores.
Job Growth and Sector Revitalization
The new shops will create an estimated 200 jobs in France, the company announced via a press communication.
Adding that this joint effort sought to revitalise city centres plus shopping centers in the country.
By choosing France as the place to trial physical retail, Shein aims to serve French shoppers and the wider retail sector, according to the company.
Digital Beginnings and Worldwide Presence
The fashion retailer, serving customers in more than 150 countries, has mainly functioned through digital channels through its website and app.
Started in China back in 2008 and headquartered in Singapore, Shein has come under close inspection regarding its manufacturing of quick-turnaround clothing.
The company's strategy quickly manufactures low-cost clothes based on contemporary designs, yet has attracted concerns for its environmental impact.
Labor Practices and Supply Chain Concerns
Questions have also emerged regarding labor conditions within Shein's supply chain.
A research study conducted last year by the Swiss organization the Public Eye organization found that workers in some suppliers in the past worked for 75 weekly hours, despite Shein promising to improve conditions.
- Debut physical locations from Shein in France
- Collaboration with Societe des Grands Magasins for retail integration
- 200 new jobs expected to be created in France
- Ecological and workplace issues persist around the clothing company
