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Shein is expanding its physical retail presence in France, opening stores in five provincial cities on Wednesday, February 25th, at 10:00 AM local time. The locations – Limoges, Angers, Dijon, Grenoble, and Reims – previously operated as Galeries Lafayette department stores, according to a statement from the BHV department store’s management.
The expansion follows a controversial opening at BHV Marais in Paris on November 5th, 2025. The initial rollout of Shein stores within BHV locations had been announced in October 2025 but was subsequently delayed, according to Le Figaro.
Frédéric Merlin, head of Société des Grands Magasins (SGM), the retail property group that owns BHV, expressed confidence that the new stores will attract customers and revitalize city centers. “There is a real expectation from customers, and Shein will draw flow into the city centers. In these conditions, there is no reason why the arrival of Shein should become an object of controversy for the municipal campaigns,” Merlin recently told Le Figaro.
The Shein stores will occupy between 500 and 1,000 square meters within the former Galeries Lafayette spaces. The move comes amid broader changes for Galeries Lafayette, which is terminating its affiliation with SGM and withdrawing its brand from seven department stores across France, including the locations now hosting Shein, as reported by Modaes Global on November 4th, 2025.
The decision to partner with Shein has sparked significant backlash within the French fashion industry. The opening in Paris drew large crowds, as documented by The Spin-Off, but also prompted criticism for potentially undermining local industry. Prior to the BHV partnership, the fashion world had already condemned French retailer Pimkie for selling its products on Shein’s marketplace, as noted in Le Monde’s coverage of the situation on November 7th, 2025.
The timing of the expansion coincides with the upcoming municipal elections, potentially adding another layer of scrutiny to Merlin’s decision. The stores previously operated under the Galeries Lafayette brand will now operate under a new identity, which SGM has yet to announce.
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