24/03/26
BHV and Shein
Acting contrary to the principles that underpin a shared vision also amounts to betrayal.
Following the announcement of Shein’s arrival, brands that were clients of BHV and Galleries Lafayette slammed the door shut. The word "betrayal" was uttered. The French Federation of Women’s Ready-to-Wear accused SGM of "spitting in the face of their employees, their customers, and the entire French fashion industry."
Karl Stéphane-Cottendin, CEO of SGM group and BHV, "doesn’t see who we’re betraying" since it’s a "department store that aims to be a fashion discoverer, representing the most popular brands and serving the widest possible audience." For him, the store is therefore perfectly fulfilling its role and respecting its commitments.
Except that betrayal is not solely the direct result of breaking a (commercial) commitment or a (marketing) promise. It can also be the indirect result of an act contrary to the principles of dignity underpinning a shared vision, a common ideal. Simply and concisely put: "We are together because we contribute to a common ideal. If you betray that ideal, we have nothing left to do together."
Quotes from : rmc.bfmtv.com- « Je ne vois pas qui on trahit » : le propriétaire du BHV et Galeries Lafayette justifie l’arrivée de Shein. – Guillaume Descours – Journaliste RMC – 2 octobre 2025.
