Finance
French department store BHV to open new Shein stores in more French cities
Published by Global Banking & Finance Review®
Posted on February 24, 2026
1 min readLast updated: February 24, 2026
Tags:e-commerce
Quick Summary
BHV 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.
BHV to roll out Shein shop-in-shops across five more French cities
BHV Expands Shein Presence Across France
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.
Cities and Launch Date
The stores in Angers, Dijon, Grenoble, Limoges and Reims will include from Wednesday onwards a Shein physical presence.
Owner SGM’s Role
First Paris Shop and Context
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.
Original December Timeline
SGM had originally said it would open the Shein spaces in its stores in December.
Reporting and Editing Credits
(Reporting by Inti Landauro; Editing by Sudip Kar-Gupta)
Key Takeaways
- •BHV and Shein will open shop-in-shops in five French cities on February 25, 2026.
- •New locations include Angers, Dijon, Grenoble, Limoges and Reims.
- •The expansion follows Shein’s first physical presence at BHV Paris launched in November 2025.
- •Rollout was originally slated for December but shifted to late February.
- •Move draws criticism over Shein’s low-price model and potential impact on BHV’s premium positioning.
Frequently Asked Questions about French department store BHV to open new Shein stores in more French cities
1What is the main topic?
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.
2Where and when will the new stores open?
From February 25, 2026, Shein spaces will open inside BHV/SGM-operated stores in Angers, Dijon, Grenoble, Limoges and Reims.
3Why is this expansion controversial?
Shein’s ultra-low pricing has drawn criticism from French retailers and politicians, raising concerns about sustainability, competition, and BHV’s upmarket brand image.
