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Shein Is Opening Its First Brick-And-Mortar Location
Unboxing, in-store // Illustration by Kate Walker
Ultra-fast-fashion ecommerce giant Shein just announced its first physical locations… and they’re all in France.
The Big Bet: Shein and competitor Temu dominated retail headlines during the pandemic… until tariffs and the end of the de minimis exemption became an existential threat to their entire business model. Shein is now trying a range of strategies to keep margins high, including shifting its headquarters back to China to chase a Hong Kong IPO and opening its supply network to other brands. Opening stores is just another prong in that strategy.
Between The Walls: Opening an ultra-fast-fashion store in the fashion capital of the world is certainly a move.
The Shein stores will open inside department stores like Bazar de l’Hôtel de Ville (BHV) and Galeries Lafayette in cities such as Dijon, Grenoble, Reims, Limoges, and Angers.
Shein is launching the locations in partnership with the real estate company Société des Grands Magasins (SGM).
But there’s a wrinkle: these department stores really don’t want Shein on their premises, with Galeries Lafayette saying Shein’s “positioning and practices” run counter to the chain’s “offer and values.”
Checkout: Ironically, Shein isn’t very welcome in Europe, especially in France. The country recently fined the company $176 million for improper user-data collection and passed a law that would further tax Shein for its environmental impact while also banning it from advertising. By planting a flag in France, Shein will likely complicate that.
Future Order: Temu stores coming in 3… 2… 1…
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Today’s email was written by David Vendrell.
Edited, Polled, and Copy-edited by Kait Cunniff.
Published by Darline Salazar.