Régis's Column: A Crazy Idea!

BHV will celebrate its 170th anniversary.

An iconic brand that all French people know. And yet... one can legitimately wonder about its future.

In recent months, BHV made the debatable decision to welcome a somewhat controversial international fast-fashion brand to its shelves. While this announcement received significant media attention, it unfortunately did not create the expected momentum in-store, and sales reportedly plummeted.

The very day this collaboration launched, I was participating in the Made in France Exhibition. What a contrast!

• Full aisles.
• Customers from all over France… and even from abroad.
• Incredible energy.

That's when you realize that the desire to consume French products is very real.

So, I have a proposal:

For BHV's 170th anniversary, let's replace Shein with 100% made in France brands.

True Made in France.
Not designed in France. Not only distributed in France.
We want true, authentic, genuinely made in France products, in our countryside and in our cities, by men and women who are our neighbors, our friends, and sometimes even our parents.

I'm sure it would be a huge success!

And while we're at it, let's invite Le Bon Marché, Galeries Lafayette, and La Samaritaine to do the same.

Let's make these places showcases of French know-how:

• It would be good for our businesses
• It would be good for employment
• It would be good for France's image

All that's needed is a decision.

If this idea resonates with you:
Like, share, and send it to someone who might be inspired.

Sincerely,
Régis