Store launch overshadowed by controversy
On 5 November 2025, Shein formally opened its first permanent physical store in Paris, located on the sixth floor of the BHV Marais department store in the Marais district. The opening drew long queues of shoppers keen for low‑cost fashion, but the event was also marked by protests from local fashion groups, environmental activists and labour advocates. Almost simultaneously, the French government announced it was beginning proceedings to suspend Shein’s online platform in France, citing discovery of illegal products such as child‑like sex dolls and weapons listed on the site.
What triggered the government action
According to statements from the French Finance Ministry, authorities discovered multiple listings on Shein’s platform for banned items including “child‑like” sex dolls and Class A weapons (such as machetes and brass knuckles) which are subject to strict controls in France. In response, the government declared that Shein must prove within 48 hours that all content on its platform is in full compliance with French law — otherwise a digital requisition and website suspension could be ordered. As a result, Shein announced it would temporarily suspend its third‑party marketplace operations in France and ban the sale of sex dolls globally.
Industry backlash and local alarm
The arrival of Shein in Paris has amplified long‑standing concerns in France’s fashion and retail sectors. Local brands and unions argue that Shein’s ultra‑fast‑fashion model—low prices, rapid turnover, direct‑to‑consumer production—undercuts domestic industry, employment and sustainability goals.
Paris city officials also condemned the opening, calling it a challenge to the city’s commitment to ethical manufacturing and the French prêt‑à‑porter tradition. Some established brands pulled out of the BHV store in protest.
Shein responds, but under scrutiny
In its statement, Shein said it was committed to “working with French authorities to address any concerns swiftly” and described the suspension of third‑party listings as an independent measure to strengthen governance and compliance. Despite the store opening and promises of cooperation, French ministers emphasised that the platform remains under very close monitoring, and additional regulatory or legal actions (including a broader EU‑level probe) are still on the table.
What to watch next
- Whether Shein successfully completes compliance audits and convinces French regulators that its listings are safe and legal.
- The timeline and scope of any website suspension or other sanctions if banned items persist.
- How this dispute influences broader EU regulation of ‘very large online platforms’ (VLOPs) under the Digital Services Act.
- The business impact for Shein’s new store and French online operations, including reputational effects and consumer reaction.
- Whether other fast‑fashion or e‑commerce platforms face similar government scrutiny in France or EU markets.
The big picture
The unfolding clash marks a significant escalation in the regulatory tug‑of‑war between national authorities and global e‑commerce platforms. France’s decision to link Shein’s store opening with simultaneous suspension proceedings sends a strong signal: bricks‑and‑mortar expansion does not shield a company from online compliance obligations. The case may become a bellwether for how European markets regulate foreign digital‑retail giants and enforce product‑safety, labour and environmental standards in a rapidly shifting trade and tech landscape.
