BRIEF: Shein opens first Paris store as it faces online ban in France

Fast-fashion giant Shein opened its first physical store in Paris, located inside the BHV Marais department store, on Nov. 5 — the same day its website was threatened with suspension in France.

According to Caixin, France’s Ministry of Economy, Finance, Industry and Digital Sovereignty announced it had initiated proceedings to suspend Shein’s online operations until the company can prove that all its content conforms with French laws. Authorities are required to complete a preliminary review within 48 hours. Shein has voluntarily suspended its business in France over third-party platforms, though its self-operated business continues to function normally.

French media reported the investigation was triggered by allegations that Shein’s platform sold child-like sex dolls and prohibited weapons. The Paris prosecutor’s office also launched investigations into Alibaba’s (BABA.US; 9988.HK) AliExpress, Pinduoduo’s (PDD.US) Temu, and U.S.-based Wish, accusing them of failing to adequately monitor their product sources and content.

Shein’s Paris store opening has already sparked widespread backlash from local retailers and fashion associations. Critics argue that the company’s fast-fashion model runs counter to Paris’ values of sustainability and cultural integrity, undermining the local fashion industry’s social responsibility efforts. Paris Mayor Anne Hidalgo also condemned Shein’s entry into BHV, calling the move “contrary to the ecological and social vision of Paris.”

Despite the controversy, Chinese cross-border platforms continue to perform strongly in France. Data from the French Fashion Institute (IFM) shows that in the first half of 2025, Shein ranked fifth among France’s top 15 fashion retailers, while Temu was 15th.

By Lee Shih Ta

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