Iconic Dijon Department Store, Galeries Lafayette, to Become BHV in Shock Rebranding
DIJON, FRANCE – January 26, 2025 – A cornerstone of Dijon’s retail landscape is undergoing a dramatic transformation. Galeries Lafayette, a beloved department store with a century-long history in the city, will soon be rebranded as BHV (Bazar de l’Hôtel de Ville). This breaking news stems from a strategic disagreement between the store’s parent company, SGM (Société des Grands Magasins), and Galeries Lafayette itself, reportedly ignited by plans to potentially welcome fast-fashion giant Shein.
A Century of Commerce: From Magasins Modernes to BHV
The story begins in the 1920s, with the arrival of “Magasins Modernes” – a revolutionary concept for French commerce. The first stone of the Dijon store was laid in 1924, marking the beginning of a retail legacy. Over the decades, the building evolved, growing into a seven-level emporium, a veritable labyrinth of corridors that whisper tales of the past. Current store director, Stéphane Piesset, revealed in a recent interview that original street paving from the 1920s remains visible in the building’s basement, a tangible link to a bygone era.
(Image Credit: Archives INA)
The store’s identity has shifted over the years: Magasins Modernes (1924), Nouvelles Galeries (1955), and finally Galeries Lafayette (1993). In 2022, SGM acquired the group, but the name remained unchanged – until now. This rebranding represents more than just a name change; it signifies a pivotal moment in the store’s history and the evolving landscape of French retail.
The Shein Factor: A Clash of Retail Philosophies
The catalyst for this dramatic shift appears to be a disagreement surrounding the potential introduction of Shein, the controversial Chinese fast-fashion retailer, into the store. While details remain somewhat opaque, the dispute highlights a growing tension between established department stores and the rise of ultra-fast fashion. Shein’s business model, characterized by incredibly low prices and rapid turnover of styles, clashes with the more curated and often higher-quality offerings typically found in traditional department stores. This situation is a microcosm of a larger debate within the retail industry about sustainability, ethical sourcing, and the future of fashion.
Beyond the Sale: A Dijon Institution
Galeries Lafayette in Dijon isn’t just a place to shop; it’s woven into the fabric of the city. With 200,000 pedestrians passing its windows each week, it’s a central hub for the Dijonnais. The store’s architecture also boasts a hidden gem: structural elements designed by Gustave Eiffel himself, accessible via the building’s rooftop, offering breathtaking views of the “City of Dukes.” The store’s adaptability is also noteworthy, constantly refreshing its collections and layouts to remain competitive. “Every six months, we put our work back on the bench, we rethink the collections…,” explains Piesset, emphasizing the store’s commitment to staying relevant.
(Image Credit: Christophe Gaillard / France Télévisions)
The store’s technical infrastructure is equally fascinating. Beneath the bustling sales floors lies a network of corridors housing vital systems, including high-voltage electricity lines and a 120 cubic meter water reserve for the fire network. This underscores the complexity and scale of the operation that keeps this retail landmark running.
As the end of an era approaches, the transformation to BHV promises a new chapter for this historic building. The change, slated for late 2025, will undoubtedly spark conversation and reflection on the past, present, and future of retail in Dijon and beyond. This story serves as a potent reminder of how quickly the retail landscape can shift, and the importance of adapting to remain a vital part of the community. For those interested in learning more about the evolving world of retail and SEO strategies for businesses, Archyde.com offers in-depth analysis and expert insights.
