French department store chain BHV plans to open Shein physical shops in five other French cities from tomorrow, the Chinese online fast-fashion retailer and BHV's owner Societe des Grands Magasins (SGM) said today in a joint statement.
The stores in Angers, Dijon, Grenoble, Limoges and Reims will include from tomorrow onwards a Shein physical presence.
SGM had opened Shein's first physical shop in its Paris flagship BHV store in November in a daring move as the Chinese firm's rock-bottom prices are a core part of the criticism levelled at it by French retailers and politicians and at the same time could deteriorate the image of BHV as an upmarket retailer.
SGM had originally said it would open the Shein spaces in its stores in December.
