US apparel group Urban Outfitters is to exit China, joining a growing list of international brands to scale back their ambitions in the notoriously challenging market.

The company said in its Weibo account that it would withdraw from China as part of a new global strategy, with no new dates offered, but the store closure would be temporary. Urban Outfitters currently has 1.14 million followers in its online Tmall store.

International mass market brands face serious challenges in China. Asos, New Look, Topshop and Old Navy have exited the market, C&A sold its China business last year, Bershka, Pull & Bear and Stradivarius, three Inditex brands, closed all of their physical stores and Mango has announced a moratorium on opening new stores. Meanwhile, H&M’s China sales fell 32 percent in the second quarter, though the fall was largely attributed to the controversy over its stance on the use of Xinjiang cotton.

According to the Business of Fashion, Urban Outfitters has no physical stores in China and is not available from any other e-commerce channels, which means its Tmall store closure would mark the brand’s departure from the country – at least for now.

Earlier this week, CEO Urban Outfitters warned of disruption in trade in goods from Asia to the United States and Europe and delays in shipping. “Currently, the biggest concern is actually getting inventory, not when it will arrive or how much it will cost,” Richard Haein told Bloomberg. The Philadelphia-based company says it will ship goods by air freight, a more costly but reliable route to ensure delivery of products to retail networks in time for the peak of autumn and Christmas. I did.

In spite of the intense competition, China’s $200 billion apparel market remains coveted, and foreign fast fashion players will continue to find ways to crack it. On August 4, Forever 21 announced its return to China for the third time, licensing its operations to Lasonic Limited. Its first foray this time around involves selling on flash sales and group buying platforms, Vipshop and Pinduoduo, while planning to open a Tmall store and physical outlets in the future.

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