Zara sister brand Oysho has announced the closure of its last store in Beijing, marking a continued contraction of its presence in the Chinese market. Since Inditex launched its global store optimization plan in 2021, Oysho has closed several stores and shut down its Tmall flagship store in November 2024. After this closure, the brand will have only one store left in China, facing the risk of a complete exit. Oysho entered the Chinese market in 2011 and peaked with 88 stores, but failed to gain significant market share due to its unclear positioning, inability to adapt to changes in local consumer demand, and fierce competition with domestic brands. Additionally, the brand’s performance in social e-commerce and livestreaming sales has been well below industry averages.