Shein Opens BHV Corners in Five French Cities With Modest Turnout

Overview

• Shein opened in BHV stores in Limoges, Angers, Dijon, Grenoble and Reims on 25 February at 10:00, extending the partnership launched in Paris in November.
• The new 300–1,000 m² spaces are rolling out progressively with a largely winter offer now and more seasonal, locally tuned assortments from early April.
• Footfall was limited—only handfuls at opening in several cities, about 150 visitors by late morning in Limoges—and some shoppers reported higher in‑store prices versus online despite launch promotions.
• Under a revised model, Shein handles orders and assortment while SGM manages staff and BHV takes a sales commission, with SGM saying it will end the trial if results fall short within a year.
• The move remains contentious, with prior fallout including Galeries Lafayette exiting seven sites, roughly 100 brands leaving BHV Paris, protests in Dijon, and ongoing EU and French actions tied to illicit third‑party listings.