The encyclopedia · Strategy & Leadership · Strategic decision · 2026
Kitri closed after nine years — another DTC womenswear brand unable to sustain itself
London-based DTC womenswear brand shut down in 2026 after exploring 'every possible avenue' to stay afloat
Kitri · 2026-05-12
What happened
Kitri, a London-based direct-to-consumer womenswear brand founded by Haeni Kim in 2017, announced its closure in May 2026 after nine years in business. The brand, known for colorful limited-run statement pieces at accessible prices, had grown from a small independent label into a globally stocked womenswear line carried by Marks & Spencer and worn by celebrities including Holly Willoughby and Gemma Chan.
Founder Haeni Kim announced the closure on Instagram, saying the brand had explored 'every possible avenue' but concluded closing was 'the only responsible path forward.' No specific financial figures were disclosed, but the closure reflected the broader headwinds facing independent DTC fashion brands in 2026 — rising costs, tariff pressures, and weaker consumer sentiment cited in the McKinsey State of Fashion 2026 report. Archive and final collection pieces remained available at reduced prices during the wind-down.
Kitri's closure was part of a wave of fashion brand failures in 2025–2026 that also claimed Seraphine, LuisaViaRoma, and other retailers unable to sustain independent operations in a market where DTC margins had collapsed and wholesale partners were reducing their brand counts. The brand's nine-year run made it one of the longer-surviving indie DTC labels of its era.
Why it happened
- Rising costs and tariff pressures compressed margins that were already thin for a DTC brand without private equity backing
- Wholesale partners reduced brand counts, making it harder for independent labels to reach customers through department stores
- The limited-run model created scarcity but also kept the brand too small to achieve the scale needed for sustainable operations
The lesson
A DTC brand that grows on product and community alone still needs a path to scale — and the 2026 retail environment offered none.
Aftermath
Kitri continued selling remaining inventory at reduced prices during the wind-down. No buyer emerged for the brand or its intellectual property.
Sources
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