French apparel brand Etam has closed its Tmall flagship store due to business adjustments. Stores on Xiaohongshu (also known as RedNote) and Douyin shut simultaneously. By December 3, only limited lingerie remained for member redemption, signaling Etam’s likely complete exit from China after over three decades. The move follows German lingerie brand Triumph’s November announcement to cease mainland operations by end-2025. These departures occur despite stable growth in China’s apparel market, with retail sales by major retailers growing 2.4% YoY in the first nine months of 2025. Etam once held a strong presence among women born in the 1980s.