At the end of 2025, a huge controversy shook the Parisian department store world as the BHV Marais announced plans to open a corner dedicated to the Chinese brand Shein. This decision was heavily contested at the time, leading to a drop in foot traffic at the store located across from the City Hall. However, many people will be glad that this questionable partnership is already coming to an end.
A Big Mistake
In last October, the Department Store Company (SGM) announced a historic partnership with Shein, the Chinese fast-fashion brand, which was set to open a few s...
Months later his first physical sales corner. A decision made at the time by the CEO of the group, Frédéric Merlin, who saw it as a way to "create buzz."SHEIN at BHV department store in Paris is FINISHED! BHV Marais has been sold to a new operator who has decided to "end" its partnership with Shein, calling it a "strategic error".
— Louis Pisano (@LouisPisano) June 16, 2026
Unfortunately for him, the effects of this arrival have been quite disastrous for the Bazar de l'Hôtel de Ville, which has seen its most loyal customers abandon the shelves, and a number of major brands end their collaboration in protest against this decision. And these actions did not seem to be in vain, as news just broke on Tuesday, June 16, that Shein is packing its bags.
The BHV is getting a makeover
So why this sudden decision? Simply because the SGM is handing over the reins of the iconic Parisian store to its current CEO, Karl-Stéphane Cottendin. By denouncing it as a “mistake” by the previous management, he hopes to set things straight.
Come on; let's go ahead and set up «another BHV that reconnects with its customers and embraces the codes of commerce».Selon les informations de Challenges, la société de gestion de portefeuilles immobilier va piloter pour le compte de Brookfield le fonds qui financera la transformation du bâtiment du BHV Marais. Dans ses plans, notamment, la création d’un hôtel.https://t.co/jhHqWjio6C
— Enzo Morel (@mtwit75) May 19, 2026
This transaction will also be the way to pay off the store's debts and set up a revitalization plan worth its salt. Among the priorities: rebuilding a vibrant store, rather than just a shopping destination. Thus, the fashion sections will be reduced, while DIY (a historic part of the store), health and beauty products, and even decor should be developed. However, this transformation will need to be done in agreement with the new owner of the building, Brookfield, who also has some ideas about the future of BHV…