Fashion
Shein sets up shop at Paris’ BHV: What’s on offer and what’s the concept?
Published
November 5, 2025
Wednesday, November 5, at 1pm. The opening of the Shein boutique at BHV Marais drew a large crowd. For several hours, the first customers waited in a long queue at the foot of the Parisian department store to enter the Chinese brand’s first permanent bricks-and-mortar store. On the other side of the street, dozens of demonstrators, local elected officials and union representatives voiced their disapproval at the much-maligned brand setting up shop.
The protest was largely ignored by the many enthusiastic customers celebrating the event, which began on the sixth floor, in the area dedicated to Shein, with an introductory speech followed by a countdown marking the official opening of the doors. Once the symbolic ribbon had been cut, Frédéric Merlin, managing director of BHV and Société des Grands Magasins (SGM), led the first customers through the store, presenting the different areas before concluding the tour at the tills. Facing numerous journalists from around the world, he said he was “very pleasantly surprised to see the enthusiasm for this opening, which is attracting new customers as well as regular BHV customers.”
The event quickly took on the feel of mass consumption, somewhere between curiosity and a shopping frenzy.
The new 1,000-square-metre space, mainly dedicated to womenswear, occupies a large open area segmented into several zones. Shein does not, however, occupy the entire level: a small part of the sixth floor is still devoted to Christmas décor. But there was certainly no party atmosphere in that area on Wednesday.
There is no major retail innovation in the layout. But the range is clearly compartmentalised: casualwear, sportswear, formalwear and accessories. Around 80% of the items are aimed at a female clientele across different profiles, the remainder forming a more limited menswear offer: zip-up jumpers, cargo trousers and other casual basics.
Clothes are presented on simple shelves fixed along the walls, while in the centre more classic rails display the vast majority of pieces on hangers. The overall look is restrained and clearly easy to reconfigure, but the staging is elevated by carefully chosen furnishings: marble, stone or glass tables add a chic touch, complemented by tempered-steel details.
The spaces are structured by zone, identified by Shein sub-brands such as Aralina, Motf, Dazy and Anewsta, offering a clear read of the range and a more premium visual impression. Each has a staging area with mannequins and a product presentation space. A few comfortable armchairs dotted around allow visitors to take a break, a sign that the brand also wanted to enhance the visitor experience.

On price, the promise of accessibility is clear: from a sports bra at €7.49 to a Dazy down jacket at €127.49, the store’s most expensive item. Yet although around 6,000 items have been selected, there is no sign of the €2 or €3 pieces that also helped drive the brand’s online success. Each in-store product carries a QR code on its label linking to the product page on the brand’s website, where prices are sometimes much lower online.
Another of Shein’s digital promises that does not necessarily carry over into the physical world is its offer for all body types. Sizes range from XS to XL, a more limited choice than online.
It is worth noting that the store features few screens, contrary to what you might expect from an e-commerce player. Here, Shein is asserting a physical presence and the classic conventions of apparel retail.
Finally, the opening did not escape controversy: beyond the gatherings in front of the building and the significant police presence around the event, protesters entered the Shein area to brandish placards and shout slogans against the Chinese retailer.
Despite this, inside the crowds were out in force. Bags filled, rails emptied. Shein has made a successful entry into the physical world, with a concept calibrated to appeal to a broad audience.
But what about the other floors of the department store? Merlin said he expected very low footfall on Wednesday. To try to generate traffic, the department store promised a voucher equivalent to the amount of Shein purchases made on Wednesday. Given the lacklustre traffic on the other seven levels, the pulling power of Shein as a locomotive for the whole of BHV remains to be demonstrated.
With Olivier Guyot
This article is an automatic translation.
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Fashion
South Indian cotton yarn under pressure on weak demand
In the Mumbai market, cotton yarn prices remained unchanged as the loom sector slowed production. Although spinning mills are looking to raise their selling rates, they have not found sufficient demand. A Mumbai-based trader told Fibre*Fashion, “Power and auto looms are facing limited fabric buying from the garment industry. Export prospects are still unclear. Domestic demand is also insufficient to support any price rise. Mills are comfortable with falling cotton prices, while buyers remain silent on yarn purchases.”
In Mumbai, ** carded yarn of warp and weft varieties were traded at ****;*,***–*,*** (~$**.**–**.**) and ****;*,***–*,*** per * kg (~$**.**–**.**) (excluding GST), respectively. Other prices include ** combed warp at ****;***–*** (~$*.**–*.**) per kg, ** carded weft at ****;*,***–*,*** (~$**.**–**.** per *.* kg, **/** carded warp at ****;***–*** (~$*.**–*.**) per kg, **/** carded warp at ****;***–*** (~$*.**–*.**) per kg and **/** combed warp at ****;***–*** (~$*.**–*.**) per kg, according to trade sources.
Fashion
Bangladesh–US tariff deal may have limited impact on India
Bangladesh is already among the top suppliers of apparel to the US, particularly in basic knit and woven categories such as T-shirts, trousers and sweaters. A tariff advantage, even if modest, could sharpen its price competitiveness in high-volume, price-sensitive segments dominated by mass retailers.
The proposed Bangladesh–US trade understanding offering near zero-tariff access for garments has sparked debate in India’s textile sector.
While Bangladesh may gain a price edge in basic apparel, industry leaders believe the effective advantage could be limited to 2–3 per cent due to raw material dependence, capacity constraints and logistics costs.
However, Indian industry leaders argue that the net gain for Bangladesh may be restricted to around 2–3 per cent in effective competitiveness. They point to structural constraints, including Bangladesh’s heavy reliance on imported raw materials. A significant share of its fabric and yarn requirements is sourced from China and India, limiting flexibility in rules-of-origin compliance if strict value-addition conditions are attached to the deal.
Capacity limitations in spinning, weaving and man-made fibre processing are also seen as bottlenecks. While Bangladesh has built scale in garmenting, its upstream integration remains narrower than India’s diversified fibre-to-fashion base. Indian exporters emphasise that integrated supply chains offer advantages in speed, customisation and smaller batch production.
Logistics and lead times may further temper expectations. Distance from major US ports, coupled with infrastructure pressures and global shipping volatility, could offset part of the tariff benefit. In contrast, Indian suppliers have been investing in port connectivity, digital compliance systems and flexible production models to strengthen reliability.
Industry representatives also highlight that US buyers are increasingly factoring in sustainability, traceability and geopolitical risk. India’s growing adoption of renewable energy in textile clusters, compliance with global standards and broader product depth may help it retain strategic sourcing partnerships.
While some diversion of orders in basic categories cannot be ruled out, exporters believe the overall impact will be incremental rather than disruptive. The consensus view is that tariff preference alone is unlikely to override considerations of scale, compliance, diversification and long-term supply-chain resilience.
Fibre2Fashion News Desk (KUL)
Fashion
US lawmakers introduce Last Sale Valuation Act to end customs loophole
“This bill protects Louisiana workers and American businesses, ensuring loopholes don’t hold them back,” Dr Cassidy said in a press release.
US Senators Bill Cassidy and Sheldon Whitehouse have introduced the Last Sale Valuation Act to close the ‘first sale’ customs loophole that lets importers underpay duties.
The bipartisan bill would base tariffs on final sale values, strengthen US Customs enforcement and curb duty evasion.
Supporters say it will protect American manufacturers, workers and federal revenue.
If passed, the bipartisan measure would grant clearer enforcement authority to US Customs and Border Protection (CBP), streamline valuation reviews and reduce disputes over documentation, while curbing mis-invoicing and related-party pricing schemes linked to tariff evasion and illicit financial activity.
The legislation has drawn support from the American Compass, the Coalition for a Prosperous America and the Southern Shrimp Alliance.
“Cassidy’s ‘Last Sale Valuation Act’ strengthens customs valuation by assessing duties on the final transaction value of goods entering the US,” said Mark A DiPlacido, senior political economist at the American Compass, adding that closing the judicially created ‘first sale’ loophole would reduce duty evasion, simplify enforcement and increase customs revenue.
Jon Toomey, president of the Coalition for a Prosperous America, said the bill is “an important first step in restoring customs integrity,” ensuring duties are paid on the true commercial value of imported goods and helping level the playing field for American manufacturers and workers.
Fibre2Fashion News Desk (CG)
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