an opening at the Paris BHV amid controversy

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At the heart of the turmoil, communications operation for the BHV. Wednesday November 5, a very media opening will take place. A thousand square meters are dedicated to the Chinese brand Shein, with its multiple scandals. The general manager assumes responsibility until the end. “It is the demonstration of a new era for the BHV, which is a BHV which will open up to new businesses, to new markets, to new customers too. This is the challenge of this store which is a large bazaar: it is to receive the most customers with an offer that is always on the move”declares Karl-Stéphane Cottendin, general director of BHV.

The arrival of the low-price brand is already costing the group dearly. A dozen brands have ended their collaboration with the Parisian department store. And Tuesday, November 4, another thunderclap, the owners of the Galeries Lafayette brand refuse to associate their name with that of BHV. “This decision results from the observation of a strategic divergence within the framework of their collaboration”, indicates the Galleries.

In seven cities, the brands, today Galeries Lafayette, will have to change their name in the coming weeks and be called BHV. This is the case in Dijon (Côte d’Or). So why is BHV taking so many risks? It is a last-ditch strategy for the group which is in a bad financial situation, according to an expert. “It still looks a lot like a headlong rush. That is to say, it is a choice which will have an extremely strong and extremely negative impact on the image of the brand. So, it is a trade-off between “I have cash today, but I will damage my brand in the medium term””explains Frédéric Boublil, founder of Cabinet Boublil Conseil. On Wednesday November 5, the BHV will once again be in the spotlight. The Shein space will open at 1 p.m. and, outside, in front of the department store, several events are planned throughout the day.