South Korean fashion label Mardi Mercredi — known for its daisy and dachshund motifs — announced on May 18 via Douyin and Xiaohongshu that it will return to China’s market in June, transitioning to a brand-operated direct sales model. The label had been gradually closing its 30-plus offline stores across China since September 2025, with its WeChat mini-program store ceasing operations in October and its Taobao and Douyin flagship stores suspended in April. Founded in 2018, the minimalist label offers products priced under 1,000 RMB ($138), and entered China via e-commerce in 2022.

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