Key facts
- Shein's first physical store in Paris will close before Christmas.
- BHV Marais ended its partnership with Shein on June 16.
- The store was part of a pilot project launched in late 2025.
- The partnership faced criticism from local officials and fashion industry groups.
Chinese fast-fashion retailer Shein is set to close its first physical store in Paris before the end of the year, as BHV Marais has decided to terminate their partnership. BHV Marais announced the decision on June 16, bringing a premature end to a pilot project that had been operational since late 2025. The initiative had encountered significant criticism from local officials and fashion industry organizations. This retreat highlights the difficulties Chinese e-commerce platforms encounter when attempting to establish an offline presence in Europe, facing potential political opposition and increased regulatory scrutiny.