Luxury skincare brand Cha Ling has closed all its physical stores in China after five years of operating in the market as Covid-19 disruptions continue, according to WWD.
The brand has also shut down its WeChat online store. However, the move does not imply the brand’s withdrawal from the market as its products will continue to be sold across LVMH’s Sephora China stores as an exclusive brand. It will also retain its Tmall store.
Cha Ling entered China in 2017, a year after it was founded by Laurent Boillot, who is currently CEO of Hennessy. Since then, the brand has opened three stores in the country: Shanghai HKRI Taikoo Hui, Shanghai IFC, and Hangzhou’s MixC Mall.
Cha Ling said on its WeChat account the closure of its brick-and-mortar stores was to “optimise the brand’s retail strategy”.
The luxury skincare label is known for products that combine Eastern and Western cultures through its brand philosophy of ‘Beauty with a meaning, for you, for the others, and the world’.
Cha Ling joins a series of brands closing stores in China due to the uncertainty of the Covid-19 situation in the country. Earlier this year, L’Oreal-owned beauty brand Maybelline was reported to gradually close all of its physical stores in the market while retaining its online presence in the market, along with counters within Watsons stores.
