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BHV Pushes Back Shein Openings in Five French Cities as Major Brands Exit Paris Store

Merlin says the pause will help teams adjust the offer and pricing after unexpectedly heavy traffic.

Overview

  • Frédéric Merlin announced a delay of the planned Shein launches in Dijon, Reims, Grenoble, Angers and Limoges by a few days or weeks, with no new dates provided.
  • He cited the need to manage large crowds, refine pricing, place larger orders and potentially expand spaces, while reaffirming the Shein partnership.
  • Dior and Guerlain have left BHV Marais, and SMCP’s Sandro, Maje, Claudie Pierlot and Fursac are exiting, with SMCP also planning to leave SGM’s ex-Galeries Lafayette sites in the provinces.
  • Departing brands point to repeated payment delays; Merlin denies debts for those groups even as he previously acknowledged arrears equivalent to 10–15 days of sales, or roughly €5–12 million.
  • French authorities continue legal action over illicit items previously found on Shein’s platform, with a Paris court hearing set for 26 November, as Paris mayor Anne Hidalgo and local officials voice criticism and staff worry about the holiday period.