In an exclusive interview, Frédéric Merlin, the young entrepreneur facing backlash over the controversy surrounding Shein, shares his insights and future ambitions for revitalizing the BHV stores in France. Merlin reflects on his personal growth during a tumultuous two-month period, claiming to have learned more in that timeframe than most entrepreneurs do in their entire careers. This newfound resilience and determination appear to be driving his vision for the future of the BHV brand.

Merlin's plans include the opening of Shein stores in five BHV locations in provincial France and a reorganization of the BHV Marais flagship in Paris. Despite the ongoing criticism of his strategy to partner with Shein, a highly debated platform known for fast-fashion nuances, he remains optimistic about the entrepreneurial opportunities it presents. He stresses that the lessons learned from the criticism have only strengthened his resolve to innovate within the retail sector.

As the main shareholder of SGM, which owns the BHV brand, Merlin views this partnership as a pivotal move to not only survive but thrive amid the challenges of modern retail. His comments reflect an optimistic outlook and a readiness to tackle the evolving landscape of shopping, as he positions BHV alongside prominent fashion trends while aiming to build a sustainable future for the brand.