Published by Global Banking & Finance Review®
Posted on February 24, 2026
1 min readLast updated: April 2, 2026
Add as preferred source on GoogleBHV and Shein will open shop-in-shops on Feb 25 in Angers, Dijon, Grenoble, Limoges and Reims, extending a Paris pilot. The rollout comes amid criticism over pricing and BHV’s upscale image.
PARIS, Feb 24 (Reuters) - French department store chain BHV plans to open Shein physical shops in five other French cities on February 25, the Chinese online fast-fashion retailer and BHV's owner Societe des Grands Magasins (SGM) said on Tuesday in a joint statement.
The stores in Angers, Dijon, Grenoble, Limoges and Reims will include from Wednesday onwards a Shein physical presence.
SGM had opened Shein's first physical shop in its Paris flagship BHV store in November in a daring move as the Chinese firm's rock-bottom prices are a core part of the criticism levelled at it by French retailers and politicians and at the same time could deteriorate the image of BHV as an upmarket retailer.
SGM had originally said it would open the Shein spaces in its stores in December.
(Reporting by Inti Landauro; Editing by Sudip Kar-Gupta)
BHV and Shein are expanding their partnership by opening physical shop-in-shops in five additional French cities on February 25, 2026, following a Paris pilot.
From February 25, 2026, Shein spaces will open inside BHV/SGM-operated stores in Angers, Dijon, Grenoble, Limoges and Reims.
Shein’s ultra-low pricing has drawn criticism from French retailers and politicians, raising concerns about sustainability, competition, and BHV’s upmarket brand image.
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