Overview
Le BHV Marais is a historic Paris department store, opened in 1856 opposite the Hôtel de Ville, selling fashion, beauty, home, DIY and lifestyle products. It has been through major changes since 2023, including a controversial partnership with Shein in 2025. For premium and French brands, BHV was long a prestigious Paris channel, but brands should look closely at its current positioning before committing.
Who is behind Le BHV Marais
The Galeries Lafayette group sold the BHV business in 2023 to the Société des Grands Magasins (SGM), a commercial property company co-founded by Frédéric Merlin, which also operates several former Galeries Lafayette stores in French regional cities. The buildings of the Paris store were still owned by Galeries Lafayette, and SGM was negotiating to buy them.
The Shein partnership
In October 2025 SGM announced a partnership with Shein, the online fast-fashion company, and opened Shein's first permanent store in the world at BHV Marais in November 2025. In February 2026 Shein spaces also opened in SGM's BHV stores in Limoges, Angers, Dijon, Grenoble and Reims, with Shein managing orders and assortment and SGM earning a commission on sales. The move caused a strong backlash: the Galeries Lafayette group ended its contract with SGM for seven regional stores, which were renamed BHV, a public bank withdrew from a property deal, and some brands chose to leave the store.
What this means for brands
- Brand positioning. Premium and French designer brands should consider how sitting next to an ultra-fast-fashion brand affects their image.
- Commercial terms. Department store concessions and listings depend on footfall, which unions have said has fallen.
- Due diligence. Check SGM's current terms, payment security and plans before investing.
How eBrands looks at Le BHV Marais
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you want to find the right French channels for your brand, we are happy to talk it through. See also our Galeries Lafayette page.
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