Shein does not have any permanent (official) physical stores in Europe. This is about to change with its latest move

Shein, the online retail giant, is set to open its first permanent physical stores in Europe, marking a significant shift in its business strategy. This move begins in Paris, the heart of fashion, with the first store planned for the BHV Marais department store. This expansion signals a transition from temporary pop-up stores to long-term retail contracts, impacting the European market. The company confirmed the Paris opening is not a singular event, with plans to extend this physical model to other French cities, utilizing concessions within department stores. These permanent stores will feature consistent inventory and a continued presence, representing a change from its previous strategy of short-term pop-up shops, which have been a common practice in cities like Madrid, London, and Lisbon. This marks a new phase for Shein in Europe. This move has sparked varied reactions, with some French retail sector leaders expressing concerns about the impact on local businesses, while others see it as an opportunity. Frédéric Merlin, from Société des Grands Magasins, views the partnership as a chance to leverage Shein's digital presence to benefit traditional retailers, suggesting that physical stores could provide traditional retailers the necessary tools to compete. This shift could reshape the competitive landscape. The launch of permanent stores represents a major change for Shein. The physical stores are meant to compete in a changing market.