the group has just opened its first physical store at BHV in Paris

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Inauguration in Paris with great fanfare of the first Shein store in the world: 5,000 customers are expected on Wednesday November 5. Some arrived three hours before opening and are even coming to BHV for the first time. “It allows you to change clothes regularly at a very affordable price, which would be more complicated to do in our stores in France, where prices are often high”shares a man. “I just came to see the collections. In my opinion, there will be a very nice concept”says a customer.

Inside the store, there are hundreds of references between 5 and 150 euros. The France Télévisions teams have checked, they are at the same price as on the Chinese website. The objective of the Parisian department store, until now specialized in luxury, is to diversify its clientele. “It is the demonstration of a new era for the BHV, which will open up to new businesses, to new markets, to a new clientele too. This is the challenge of this store which is a big bazaar”indicates Karl-Stéphane Cottendin, general director of BHV.

But since Wednesday November 5, in front of the building, dozens of demonstrators and passers-by will not go up to the 6th floor. In recent days, scandals have multiplied. Like the sale on the site of a child pornography doll. “The BHV participates in and protects child crime”chants a demonstrator.

Tuesday, November 4, Galeries Lafayette announced the end of their partnership with the BHV group. As in Dijon (Côte-d’Or), seven stores in the region will therefore have to change their name.