Korean fashion brand Mardi Mercredi, known for its daisy and dachshund motifs, has accelerated its China exit, closing all offline stores and shutting down its Tmall and Douyin flagship stores on April 20. Chinese agent Manduoya (Shanghai) Brand Management cited business adjustments, though Manduoya-certified Douyin accounts continued clearance livestreams, generating approximately 2.5 million to 5 million RMB ($366,000-$733,000) over the prior 30 days. The brand entered China online in 2022 before expanding to more than 30 locations. Counterfeit products flooding online platforms may have damaged its image. A Mardi overseas flagship store operated by its Korean parent remains on Tmall.

Related reading: Niche Korean brands bet big on China. But can they keep up the pace?