online retailer Sheen opens a store in Paris as French authorities launch a major investigation.

Live from the UK, this is the Marketplace Morning Report from the BBC World Service. I'm William

Lee Adams. Good morning. Fast fashion giant Sheen was hoping for headlines about the opening of its

first physical shop today on the sixth floor

of the prestigious Paris department store, BHV. But the launch has been overshadowed by an investigation

into disturbing, explicit products, which appeared on the Sheen platform. The French consumer

watchdog is also investigating online retailers Timu, Ali Express, and Wish over similar content. Let's hear more now from

the BBC's Hugh Schofield, who's in Paris, Hugh High. Hi. So the opening of this first

Sheen store in Paris has caused a bit of controversy and criticism, hasn't it?

Most certainly. I mean, part of it is the symbolism of it all. The place where

it's opening up is a department store called B.HV. B.S.V. which is a historic department store.

Been there for 150 years. So, yeah, it's caused huge controversy here, this move. Because for them,

it's symbolic of changing times and the arrival of a massive threat. European fashion brands have cited unfair competition in their criticism.

What do they mean by that?

For French brands and for European brands, Sheehan represents everything that they loathe.

It's cheap.

It's able to operate without anything like the same constraints that they do in terms of protection of

labour, environmental concerns, and so on.

This conversation is happening as France's consumer watchdog launches a pretty shocking investigation.

What's being accused?

It was found that on Sheehan and other retail websites was being marketed these sex dolls, which

were like children. Now, what has to say straight from the start, this was not Sheehan's product,

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