Donald Tang, right, executive chairman of Shein Group, and Frédéric Merlin, head of BHV, on the facade of the Bazar de l'Hotel de Ville, Le BHV Marais department store, ahead of the opening of the Chinese fast-fashion retailer's first permanent shop in Paris, on Monday.

When Shein chose the chic Parisian neighbourhood of Le Marais for its first brick-and-mortar store, it likely envisioned a glamorous debut in the physical world. Instead, it landed on unwelcoming turf.

Set to open on Wednesday, the e-commerce company’s first physical store will occupy the entire top floor of BHV Marais, an iconic department store that has stood opposite Paris City Hall since 1856. Shein plans to open five additional locations in similar department stores across France in the coming weeks.

The Chinese-f

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