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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, AliExpress, 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 BHV, B'Ashev, 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, Sheen represents everything that they loathe.

...