▲ Shein store in Paris
Chinese fast fashion retailer Shein is expected to withdraw from the BHV department store in central Paris by the end of this year.
BHV, which opened in 1856, has long been considered a hub of fashion in Paris, France.
However, since Shein's first permanent offline store opened there in November last year, the company has faced persistent controversy, including protests and the departure of established luxury brands from the department store.
Société des Grands Magasins (SGM), the parent company of BHV, announced in a statement on June 16 (local time) that it is transferring the operating rights of the BHV Marais branch, which it has managed since 2023, to the department store's current management team.
Karl-Stefan Cottenye, who has taken over the operating rights of the BHV Marais branch, decided to immediately terminate the partnership with Shein, admitting that "this experiment was a strategic mistake."
He added that he expects Shein to vacate the BHV Marais premises before Christmas this year.
SGM had opened Shein's first permanent offline store at BHV Marais last November.
The decision was based on the belief that it would serve as a draw to attract younger customers to the department store.
However, the news of the Chinese fast fashion retailer entering the department store sparked backlash from the public and political circles.
As existing famous brands that had been housed in BHV withdrew, it was reported that the department store had effectively been in a state of "suspended operation" recently.
This situation is interpreted as having led to the transfer of the department store's operating rights.
Shein stated, "We remain open to constructive dialogue to ensure an orderly conclusion to our partnership with BHV," adding, "We respect BHV's decision to refocus on its traditional product categories."
(Photo: AP, Yonhap News)
※ Please note: This article was translated by AI and may contain errors.