Shein’s Paris Store Draws Over 50,000 Visitors in First Five Days, Despite Controversy
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The Shein store in Paris has attracted a significant influx of shoppers since its opening, with over 50,000 visitors in the first five days, according to the head of Société des department stores, Frédéric Merlin. However, the launch remains shadowed by ongoing legal concerns surrounding the online retailer’s past sale of illegal products.
Initial Success & Shifting Demographics
“A real whirlwind of faces, laughter and curiosity,” is how Merlin described the initial response to the brick-and-mortar location, which opened on November 8, 2025. He noted an “average basket of 45 euros” and reported that nearly 15% of shoppers made additional purchases in other departments within the BHV department store.
The physical store is experiencing a demographic shift compared to Shein’s online customer base. While approximately 80% of Shein’s online shoppers are women, the Paris store is attracting a more diverse audience. “We come as a couple, with friends, as a family,” Merlin observed, adding that this direct interaction is “revealing another reality: that of a more mixed audience who rediscover the pleasure of buying together.”
Expansion Plans & Future Offerings
Shein intends to capitalize on this momentum by expanding its product offerings in the Paris store. Plans include a more comprehensive men’s collection, a dedicated children’s area, a wider selection of dresses, and more affordable basic apparel options.
Legal Scrutiny & Government Response
The store’s inauguration was preceded by significant controversy stemming from the online sale of child pornography dolls and category A weapons on the Shein platform. While the company has removed the illegal products, it remains “under close surveillance” by the French government and is currently subject to legal proceedings.
On Friday, November 7, 2025, the Ministry of the Interior seized the Paris judicial court, seeking to “put an end to the serious damage to public order caused by Shein’s repeated failures.” A further update on the situation is scheduled for the week of November 17, at the request of Prime Minister Sébastien Lecornu.
Continued Expansion Across France
Despite the legal challenges, Shein is moving forward with its expansion plans in France. New stores are slated to open in Grenoble (Isère), Reims (Marne), Angers (Maine-et-Loire), Dijon (Côte-d’Or), and Limoges (Haute-Vienne) in the coming months.
