知名服装品牌停运线上店铺，或将彻底退出中国市场

Core Viewpoint - French fashion brand Etam announced the closure of its Tmall official flagship store effective November 30, 2025, as part of a business adjustment, indicating a potential complete exit from the Chinese market after 31 years of operation [1][4]. Group 1: Business Operations - Etam has already sold its ready-to-wear business in China, including Etam Weekend, ES, and E&JOY, to a Hong Kong investment firm in 2018, retaining only its lingerie business [1]. - The closure of the online store follows a trend of declining performance in the Chinese market, where the number of physical stores had already reached zero by 2020 [1]. - Prior to the closure, Etam began a clearance sale in October 2025, but faced issues with order fulfillment and customer service [5]. Group 2: Market Presence - Etam entered the Chinese market in 1994, opening its first store in Shanghai and rapidly expanding to 723 stores within two years, achieving annual sales exceeding 900 million yuan [6]. - By June 30, 2014, Etam had 4,246 stores globally, with 3,083 located in China, highlighting its significant market presence at that time [6]. - The lingerie business was introduced to China in 2015, but subsequent years saw a decline in performance, leading to store closures and losses [6]. Group 3: Company Structure - The Chinese subsidiary, 伊范内衣（上海）有限公司, was established in October 2017 with a registered capital of 4.27 million USD, focusing on wholesale and retail of lingerie and related products [6].