What: The alliance between BHV Marais and Shein triggers a cascade of brand exits, loss of key partnerships, and mounting political and reputational challenges.

Why it is important: The alliance between BHV Marais and Shein triggers a cascade of brand exits, loss of key partnerships, and mounting political and reputational challenges.

BHV Marais is experiencing a significant crisis following its decision to partner with Shein, a move that has triggered a wave of negative consequences for the historic Parisian department store. The fallout began with Disneyland Paris withdrawing from a major holiday collaboration, followed by a cascade of brand departures and the loss of support from key stakeholders such as Banque des territoires. These developments have been compounded by mounting criticism from unions, industry peers, and government officials, all concerned about Shein’s reputation for unfair competition, environmental harm, and questionable labor practices. The situation has exposed deep divisions within the French retail sector over the presence of ultra-fast fashion brands and has placed BHV’s management under intense scrutiny. Despite assurances from SGM, the store’s operator, that new brands will join in 2026, skepticism remains high among employees and industry observers. The crisis at BHV Marais underscores the complex challenges facing legacy retailers as they attempt to modernise while navigating heightened ethical, political, and reputational risks. 

IADS Notes: The crisis at BHV Marais reflects a broader pattern observed in October 2025 and September 2025, where partnerships with Shein have led to staff protests, brand withdrawals, and the loss of public funding. For example, “Paris department store staff livid over Shein being given a floor” (Inside Retail, October 2025) and “Why France is pushing back against Shein’s physical store launch” (Inside Retail, October 2025) detail the operational and reputational fallout. “SGM loses public funding to buy the BHV real estate over the Shein feud” (Fashion Network, October 2025) highlights the financial consequences, while “Pimkie expelled from French retail associations” (Fashion Network, September 2025) and “Galeries Lafayette Group wants to block Shein’s entry into its SGM-affiliated stores” (Fashion Network, October 2025) illustrate the industry’s regulatory and competitive concerns.

Disneyland Paris has given up on collaborating with BHV for Christmas