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
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The manufacturing PMI registered 48.7 per cent in October—a 0.4-percentage point (pp) decrease compared to 49.1 per cent in September.
Economic activity in US manufacturing contracted in October for the eighth month in a row, following a two-month expansion preceded by 26 straight months of contraction, the ISM manufacturing PMI report said.
Textile mills; apparel, leather & allied products; furniture & related products; petroleum & coal products; and chemical products were among the 12 sectors reporting contraction in October.
Textile mills; apparel, leather & allied products; furniture & related products; petroleum & coal products; and chemical products were among the 12 sectors reporting contraction in October.
“The overall economy continued in expansion for the 66th month after one month of contraction in April 2020,” said Susan Spence, chair of ISM’s manufacturing business survey committee.
A manufacturing PMI above 42.3 per cent, over a period of time, generally indicates an expansion of the overall economy.
The new orders index contracted for the second month in October following one month of growth; the figure of 49.4 per cent is 0.5 pp higher than the 48.9 per cent recorded in September.
The October reading of the production index (48.2 per cent) is 2.8 pps lower than September’s 51 per cent.
The prices index remained in expansion, registering 58 per cent, down by 3.9 pps compared to the 61.9 per cent in September.
The backlog of orders index registered 47.9 per cent, up by 1.7 pps compared to 46.2 per cent in September. The employment index registered 46 per cent, up by 0.7 pp from September’s 45.3 per cent.
“The supplier deliveries Index indicated slower delivery performance for the third consecutive month after one month in ‘faster’ territory, which was preceded by seven consecutive months in ‘slower’ territory. The reading of 54.2 per cent is up 1.6 percentage points from the 52.6 per cent recorded in September,” Spence noted.
The inventories index registered 45.8 per cent, down by 1.9 pps compared to September’s 47.7 per cent.
The new export orders index reading of 44.5 per cent is 1.5 pps higher than 43 per cent registered in September. The imports index registered 45.4 per cent, 0.7 pp higher than September’s reading of 44.7 per cent.
“In October, US manufacturing activity contracted at a faster rate, with contractions in production and inventories leading to the 0.4-percentage point decrease of the manufacturing PMI. A chain reaction of one-month index improvements started with new orders in August and flowed to production in September. In October, it manifested in a 1.7-percentage point increase in the backlog of orders index. These short gains have not appeared to translate into sustained growth for the sector, a reflection of continuing economic uncertainty,” Spence added.
Fibre2Fashion News Desk (DS)
“We were pleased with this quarter’s results as we continue to drive profitable growth, supported by strong net sales growth in Activewear which allowed us to deliver record adjusted diluted EPS. Our record-setting third quarter results once again showcase the effectiveness of the Gildan Sustainable Growth (GSG) strategy to drive strong financial performance, and we’re excited about the next phase of our growth journey,” said Glenn J Chamandy president and CEO at Gildan.
Gildan Activewear has reported record Q3 2025 results with net sales of $911 million, up 2.2 per cent, and adjusted diluted EPS rising 17.6 per cent to $1.
Activewear sales grew 5.4 per cent, driving a record adjusted operating margin of 23.2 per cent.
CEO Chamandy highlighted strong execution under the GSG strategy.
The firm reaffirmed 2025 guidance and expects to close its HanesBrands merger soon.
Activewear sales rose 5.4 per cent to $831 million, driven by favourable product mix, higher prices, and strong North American demand, while Hosiery and underwear sales fell 22.1 per cent to $80 million due to lower volumes and shipment timing. International sales decreased 6.1 per cent to $60 million amid market softness. Gross profit improved to $307 million, or 33.7 per cent of sales, supported by lower manufacturing costs and favourable pricing to offset tariff impacts, Gildan said in a press release.
The operating income stood at $192 million (21.1 per cent margin), with adjusted operating income up $12 million YoY to $212 million. Net financial expenses rose to $44 million due to financing fees related to the proposed HanesBrands acquisition, expected to close later in 2025 or early 2026.
GAAP diluted earnings per share (EPS) was $0.8, while adjusted diluted EPS rose 17.6 per cent to $1. For the first nine months of 2025, Gildan recorded $2.54 billion in net sales, $818 million in gross profit, and $556 million in adjusted operating income. The company also generated $200 million in Q3 free cash flow and $189 million year-to-date.
Meanwhile, Gildan expects mid-single-digit full-year revenue growth, an adjusted operating margin up by 70 basis points, and adjusted diluted EPS between $3.45 and $3.51—a YoY increase of 15–17 per cent. Capital expenditure is forecast at 4 per cent of sales, with free cash flow around $400 million.
“Delivering another strong quarter despite a fluid macroeconomic environment and softer demand highlights our commitment to the GSG strategy. Our vertically integrated business model and strong positioning should continue to support robust financial performance,” added Chamandy.
Fibre2Fashion News Desk (SG)
By
Reuters
Published
November 5, 2025
Elf Beauty forecast annual sales and profit below Wall Street estimates on Wednesday, as the cosmetics-maker grapples with higher tariff costs and cautious consumer spending, sending its shares tumbling 26% in extended trading.
The company, which provided its fiscal 2026 forecast after pulling it in May, also missed expectations for second quarter sales.
Elf Beauty expects more than $50 million in annual costs from higher U.S. tariffs on imports in fiscal 2026. China accounts for about 75% of the cosmetics-maker’s global production.
Gross margin fell about 165 basis points to 69% in the quarter ended September 30.
Tariffs have sharply reduced Elf’s margins, eMarketer analyst Rachel Wolff said, adding that the company is relying heavily on Rhode as sales for its namesake brand begin to slow. The firm acquired Hailey Bieber-owned Rhode earlier this year.
Elf has been streamlining its supply chain and diversifying operations as part of its tariff mitigation plans amid lower-income shoppers seeking cheaper alternatives and cutting back on non-essential purchases, including makeup and skincare.
The company’s quarterly adjusted earnings per share of 68 cents topped estimates of 57 cents following $1 price increases in August. Elf said it was not planning additional price increases.
The company’s quarterly sales of $343.9 million also missed expectations of $366.4 million.
“From a marketing standpoint, we had some massive launches last year… we feel great about our innovation this year, but it’s not as big as the lip oils were last year,” CEO Tarang Amin said in an interview with Reuters.
Last year, Elf was riding on the popularity of its lip oils, which launched in 2023, but gained traction and social media virality in early 2024, helping its shares touch a record high.
The company expects full-year net sales to be between $1.55 billion and $1.57 billion, compared with analysts’ estimates of $1.65 billion, according to data compiled by LSEG.
It estimated adjusted profit to be in the range of $2.80 to $2.85 per share, below estimates of $3.58 per share.
© Thomson Reuters 2025 All rights reserved.
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