Swedish brand H&M has decided to abandon its flagship store in Beijing. The more than 13,000-square-foot outlet will close due to the expiration of its lease.
H&M will choose a new location in Beijing after closing the flagship in the Sanlitun district. In addition, the Swedish fashion giant promises to open new stores in other Chinese cities.
The Beijing flagship was the 200th in H&M’s portfolio in Beijing and one of the largest in the chain. Closing one of its main stores in China is a major step for the company, but it is not giving up on further development.
Last year, Spain’s Inditex Group closed several Zara stores in Chinese cities, including Shanghai and Beijing. And later the American Gap sold its business in China to Baozun. The retailer-controlled Old Navy brand left the country back in 2020.
Many foreign players are reviewing their strategies for operating in the country amid fierce competition. Experts point out that some Western brands in the fast fashion segment are less competitive than brands available to consumers online.
