BHV Marais: beauty brands announce their departure after the arrival of Shein

BHV Marais found itself in the spotlight after announcing a partnership with fast-fashion platform Shein. The subject touches on ethics, but also the concrete expectations of customers and brands.

What triggered the reaction

The arrival of a Shein corner or pop-up in the heart of the department store came as a surprise. The debate immediately shifted to the coherence between CSR promises and the commercial act at BHV. What’s more, social networks have amplified the debate. The subject goes beyond fashion: it questions the place of responsible consumption in stores.

Several beauty brands were quick to react. According to shared messages, Aime and Skin&Out announced their immediate departure from the beauty corner. This decision illustrates a choice of consistency with their public commitments. As a result, the department store’s beauty selection is being reconfigured.

However, the Marais-based retailer has not detailed complete roadmaps. Field teams, meanwhile, have to deal with the influx of questions. And the image of the shopping destination is at stake, beyond just BHV. The sequence highlights the delicate trade-off between traffic, price and responsibility.

“We have to remain consistent between our commitments and our points of sale.”

Impact for customers and brands

In concrete terms, customers are looking for clear points of reference. They want fair prices, but also guarantees of quality and traceability. In this way, the BHV’s decision to set up referent brands is reshuffling the cards of trust. The movement is a reminder that the shopping experience remains a global promise.

For brands, the signal is strategic. From now on, consistency between discourse and distribution becomes a key asset. In short, a one-off partnership can have an impact over several image seasons. Here, BHV serves as a barometer, because the reaction was immediate.

• Announcement of a Shein space in a historic Paris department store.
• Quick response from several beauty brands, including Aime and Skin&Out.
• Customer questions about consistency, CSR and traceability.
• Possible reallocation of corners and beauty offer.
• Expected dialogue between brands, retailers and consumers.

Beauty: what these withdrawals change

Firstly, the care offering could be adjusted in the short term. For example, some products are being phased out, while others are gaining in visibility. BHV needs to provide clear information on alternatives, both on the shelves and on site. In addition, the legibility of CSR commitments is becoming a criterion of choice.

Aime – Beauty products
The brand emphasizes simple routines and meticulous formulas. In this way, it promotes precise advice and the transparency that customers expect.

Skin&Out – Cosmetics
Our positioning focuses on targeted gestures and a clear educational approach. As a result, the relationship of trust goes beyond packaging.

However, a long break would destabilize the experience. In response, highlighting brands with verifiable approaches can provide reassurance. In-store signage can also help customers find their way around BHV. The issue is as much about choice as it is about proof.

Fashion: cross-views and CSR expectations

Fashion is experiencing the same tension between price and impact. Yet customers are demanding durability, repairs and certified materials. As a result, clear curating is becoming a service in its own right at BHV. In addition, on-shelf education avoids misunderstandings.

Caroll – Fashion products
Caroll offers an urban wardrobe tailored to everyday needs. Reliable cuts and regular quality control are the hallmarks.

Morgan (Beaumanoir group) – Fashion products
The style focuses on trendy, affordable pieces. On the other hand, customers expect simple information on care and life expectancy.

What’s next for the department store?

Management has several options open to it. On the one hand, clarify the framework for welcoming guest brands and their commitments. Secondly, to announce a timetable for consultation with BHV’s partners. As a result, every decision will be clearer to the public.

Odaje – Shoes
The proposal combines comfort and easy-to-wear style. Customers look for reliable materials and a precise fit.

Le Slip Français – Fashion products
The brand promotes know-how and controlled circuits. The brand’s promise speaks of local ties and sustainable quality.

Armor Lux – Fashion products
The wardrobe focuses on iconic knits and solid cuts. At the BHV, an educational program on care and maintenance prolongs the wearer’s life.

Agnès b. – Fashion products
The style is sober chic, with well-cut essentials. Customers expect attentive advice and timeless pieces.

Secondly, the retailer can reinforce useful services: alterations, repairs and certified resale. In short, these levers extend the life of products and build loyalty. BHV has the advantage of strong traffic and a real testing ground. Consequently, a clear framework on external invitations will reduce future friction.

• BHV