The seven Galeries Lafayette stores operated by SGM in the provinces will change their name because of the partnership with Shein

The Galeries Lafayette group refuses to be associated with the agreement between the Chinese fast-fashion brand and the Société des Grands Stores (SGM), which manages the BHV.

The Galeries Lafayette group, opposed to the installation of Shein in stores bearing its name, and the Société des grands stores (SGM), which manages the Bazar de l’hôtel de ville (BHV), announced on Tuesday the end of their partnership concerning seven Galeries Lafayette in the provinces, which will change banners.

The two groups “agreed to end the affiliation contracts that have bound them since 2021 for the seven stores owned and operated under the Galeries Lafayette brand by the SGM group” in Angers, Dijon, Grenoble, Le Mans, Limoges, Orléans and Reims, they announced in a joint press release.

Their collaboration “will end in the coming weeks, according to a timetable currently being adjusted”, they add. That “will lead to the withdrawal of the Galeries Lafayette brand and will allow the SGM group to operate these stores under a new identity, which will be revealed soon”it is specified. This decision results “from the observation of a strategic divergence“, according to the two groups, in discussions for several weeks.

SGM announced a month ago the implantation in November of Sheinultra-ephemeral Asian fashion brand, at BHV Marais in Paris and in Galeries Lafayette in Angers, Dijon, Grenoble, Limoges and Reims. The project was immediately denounced by the Galeries Lafayette group, which had promised to“to prevent” its implementation in its affiliated stores. Galeries Lafayette had notably castigated the “positioning” And “the practices” from Shein, “ultra fast fashion brand” in “contradiction with their offer and their values”.

According to Le Figaro, the provincial Galeries Lafayette stores operated by SGM will be renamed BHV. Asked by AFP, SGM did not confirm. The two groups “continue their discussions in a constructive spirit and do everything possible to ensure an orderly and respectful transition for teams and customers”they assure in their press release.