French department store chain BHV postpones opening of five Shein stores

The opening of Shein stores in five French BHV department stores, which was planned for November and December, will be postponed “by a few days or weeks” because the retailer wants to adjust its product range and prices.

Tumultuous opening

Frédéric Merlin, director of the Société des Grands Magasins (SGM), the owner of BHV, announced the news on Friday: “We need to adjust the product range, we need to adjust the pricing policy, and that’s why we will probably postpone our openings in the provinces by a few days or weeks.”

After the tumultuous opening in BHV Paris on November 5, the plan was for Shein to open in Dijon and Reims on November 18, in Grenoble on November 21, and in Angers and Limoges in early December. Despite fierce criticism in France, the planned stores will indeed open, the CEO emphasizes.

Following the partnership with Shein, Galeries Lafayette decided to end its collaboration with SGM. Several fashion brands terminated their contracts and the French government threatened to suspend the retailer – a procedure that was withdrawn after the Chinese retailer removed banned products from its website.