The opening of Shein’s first physical store at BHV in Paris has gained the interest of the general public as guests flock to the new unit despite the controversies surrounding its practice.
Launched yesterday, the opening of the Shein boutique at BHV Marais drew a large crowd as the Chinese brand unveiled its first permanent bricks-and-mortar store. On the other side of the street, dozens of demonstrators, local elected officials and union representatives voiced their disapproval at the much-maligned brand setting up shop.
The protest was largely ignored by the many enthusiastic customers celebrating the event, which began on the sixth floor, in the area dedicated to Shein, with an introductory speech followed by a countdown marking the official opening of the doors. Once the symbolic ribbon had been cut, Frédéric Merlin, Managing Director of BHV and Société des Grands Magasins (SGM), led the first customers through the store, presenting the different areas before concluding the tour at the tills. Facing numerous journalists from around the world, he said he was “very pleasantly surprised to see the enthusiasm for this opening, which is attracting new customers as well as regular BHV customers”.
The new 1,000sq m space, mainly dedicated to womenswear, occupies a large open area segmented into several zones. Shein does not, however, occupy the entire level: a small part of the sixth floor is still devoted to Christmas décor.
