IADS Exclusive – BHV: 170 years of history and an uncertain future

What happens when a 170-year-old retail icon makes a deal that backfires? 🎲BHV, the beloved Parisian department store, bet on SHEIN—and lost. Brand departures, public backlash, and a 40% reduction in retail space followed. Now, Brookfield Asset Management plans a five-star hotel 🏨 where shoppers once browsed DIY tools.Host Maya Sankoh sits down with Christine Montard, IADS. Director of Markets and Events, to unpack what went wrong—and whether heritage brands can survive radical pivots 🔄.📖 Full article link in description | 🎧 Listen now This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit iads.substack.com/subscribe

Episode metadata supplied by the publisher feed · Published Feb 24, 2026

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IADS Exclusive – BHV: 170 years of history and an uncertain future

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