Frédéric Merlin partners BHV with Shein, facing backlash

lefigaro.fr (French)

Frédéric Merlin partnered BHV with Shein, facing backlash from fashion professionals and politicians. Merlin, head of SGM, defended the alliance with the ultra-fast fashion giant, acknowledging he underestimated the political fallout. The deal brings Shein into BHV and five Galeries Lafayette stores, sparking accusations of unfair competition and disregard for regulations.


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