after the arrival of Shein at BHV, the “made in France” tries to counterattack

The Chinese brand will open its very first physical store in the world on Wednesday, in Paris, on the sixth floor of the BHV Marais. But just opposite, a pop-up store opens its doors to defend local production, short circuits and responsible consumption.

On all the windows of BHV Marais, black posters announce the imminent opening of Shein, impossible to escape. From November 5, the Chinese ultra-fast fashion giant will offer its thousands of low-cost references on the 6th floor of the Parisian department store.

But just opposite opened L’Appartement français, a 200 square meter boutique, dedicated to “made in France”. “Previously, we were proud to establish ourselves in this type of location, confides its founder, Émilie Auvray. We wrote in our communications: ‘next to the BHV’, this beautiful institution. But when we learned of the arrival of Shein, we still had this pride but added this feeling of resistance, this combative feeling. As a result, we even changed our words in communication. We said: ‘We are opening opposite the BHV’.”

The town hall, owner of the walls, wanted to set up a committed and responsible business there. It was in May, before the controversy surrounding Shein. But today, the installation rhymes with opposition to the arrival of the Chinese giant.

“We have completely opposite values.”

Émilie Auvray, founder of L’Appartement français

at franceinfo

“They have ‘no limit’ means. We are independent traders. They have margins or prices that are completely ridiculous. We practice fair prices and we have margins where everyone is paid as they should be paid. Quality has nothing to do with it, style has nothing to do with it, longevity, the know-how behind it… Everything is the opposite.” compares Émilie Auvray, founder of L’Appartement français.

On the shelves, jewelry, household linen, clothing, shoes… Around sixty brands to showcase French know-how. Marion, one of the collaborators, invites passers-by to review their way of consuming. “The arrival of Shein is an even stronger way of getting the message ‘consume local’ across, cross the street and look at what we have on offer, everything we know how to do.”

Nathalie, a 70-year-old retiree, came to provide support. “It is better to buy French quality, it is better to have a T-shirt rather than five or ten Sheins and to have French people work in France”. She says she consumes as much French as possible and shows her jeans, “made in France”. “In textiles, we’re getting there”she argues, recognizing that for IT, it is more complicated. His sneakers, however, are not French. “But I saw that there were some in the store,” she notes.

A know-how that the founder wants to make more visible and more affordable. “‘Made in France’ needs to shine, to show itself. It’s a real lack today, the distribution of ‘made in France’. Customers are inclined to consume French but we have to make it accessible geographically and financially. It’s very important”, insists Émilie Auvray.

For these traders, the message is clear: faced with disposable fashion, “made in France” wants to establish itself as a sustainable alternative, provided, they say, with real support from the State. The French apartment boutique facing the BHV Marais opens for 18 months. She already has two other little ones in Paris. Shein is due to open five other stores in France during November, in Galeries Lafayette stores in Dijon, Grenoble, Reims, Limoges and Angers.