German outdoor brand Jack Wolfskin will close its Xiaohongshu flagship store by December 31, 2025, citing operational strategy adjustments. The store has begun winding down sales, with customer service for existing orders available until year-end. The move follows Anta Sports’ full acquisition of Jack Wolfskin in June for $290 million, nearly 40% lower than its 2019 acquisition value. Jack Wolfskin continues operating stores on Taobao and JD.com. The brand appears to be re-evaluating digital channel strategy, potentially prioritizing higher-conversion platforms over social-commerce-focused Xiaohongshu. Anta acquired Jack Wolfskin to strengthen its outdoor portfolio alongside Arc’teryx and Descente.