After just three months on JD.com, Fast Retailing has called it quits.

The Japanese parent of fast fashion brand Uniqlo said Monday it has closed the storefront on the grounds it “did not fit” with its Chinese eCommerce strategy.

“Uniqlo determined that a presence on JD.com was not in line with the company’s China eCommerce strategy”, a Fast Retailing spokeswoman told Reuters.

“During the trial run, we realised that it is best for us to take a step back,” she said.

Fast Retailing has not revealed the details of sales via JD.com – or defined the business’ eCommerce strategy. Only that it remained committed to selling to Chinese consumers online.

While Uniqlo has exited JD.com suddenly – the store only opened in April – it has remained on rival platform, Alibaba’s Tmall since 2009.

If JD.com is to be believed, the withdrawal was not due to a lack of sales, with spokesman Josh gartner saying sales exceeded “aggressive sales targets” in the first month on the site.

“Uniqlo is stopping operation of its flagship store due to an eCommerce strategic restructuring in China, not based on the performance of the store,” he said.