Key facts
- BHV Marais is ending its partnership with Shein.
- The department store's operator, Societe des grands magasins (SGM), sold BHV Marais to its current management team.
- The new management team deemed the Shein partnership a strategic error.
- Shein's physical store at BHV Marais opened in November and faced backlash.
- Shein is expected to leave BHV Marais by Christmas.
French department store BHV Marais is set to terminate its partnership with online fast-fashion retailer Shein, following the sale of the store by its operator, Societe des grands magasins (SGM), to its current management team. The new management, led by Karl-Stéphane Cottendin, intends to refocus the department store on its historic core business and has described the Shein partnership as a strategic error.
Shein's presence at BHV Marais, which began with the opening of its first permanent physical store in November, faced considerable opposition, including protests, brands withdrawing their products, and criticism from French politicians and retailers. The French government also initiated an attempt to block Shein's platform, though this was later overturned by a Paris court.
Customers who visited the Shein store at BHV noted that prices were higher than on Shein's vast online platform. SGM had been struggling financially before the Shein partnership, which led some brands to leave the department store in protest. Shein stated that the collaboration was always meant to be temporary and expressed regret over the decision.