Shein stores open in five more French cities

France 24

by FRANCE24

February 25, 2026

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Shein stores open in five more French cities

Shein, the fast-growing fashion retailer, has expanded its presence in France by opening stores in five additional cities. This strategic move underscores the company's ambitious push into European markets, marking a significant step in its global expansion strategy. By establishing physical retail spaces, Shein aims to enhance brand visibility and cater to a diverse customer base across France. The openings reflect the brand’s commitment to building a stronger foothold in the European market, particularly as it faces scrutiny over labor practices and sustainability concerns. The expansion into French cities such as Paris, Marseille, Lyon, and others highlights Shein's recognition of the untapped potential in the country's retail sector. France has long been a key player in the global fashion industry, with a strong emphasis on high-quality, luxury goods. However, the rise of fast fashion has created opportunities for brands like Shein to appeal to younger consumers seeking trendy, affordable options. This shift aligns with broader trends in European retail, where online-first brands are increasingly investing in physical stores to build trust and drive customer loyalty. The move also carries political significance, as France has been critical of the environmental and labor practices associated with fast fashion. By opening physical stores, Shein may face heightened scrutiny over its supply chain practices and sustainability efforts. This could prompt the company to adopt more transparent policies and improve its reputation in a market where consumers are becoming more environmentally conscious. The expansion also comes at a time when traditional retailers are struggling to adapt to changing consumer preferences, making it an important milestone for both Shein and the French retail landscape. From a global perspective, Shein's expansion into France signals a broader shift in the fashion industry. Online-first brands are redefining the boundaries between online and offline retail, creating new opportunities for growth. This trend is particularly significant as consumers increasingly demand seamless shopping experiences across all channels. By investing in physical stores, She

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Originally published on France 24 on 2/25/2026