OYSHO went from 88 China stores to zero in three years

OYSHO entered China in 2011 as Inditex's sportswear and lingerie brand, growing to 88 stores by 2018. In 2021 the brand repositioned from lingerie to activewear, launching a menswear line, but the pivot confused its customer base — social media filled with nostalgia for the old睡衣 collections. By 2023 the closures had begun: Suzhou, Ningbo, Chengdu, Shenzhen stores shut one by one.

The retreat accelerated in 2024. Between January and October, OYSHO closed 21 more stores, leaving just 4 in mainland China by late October. On November 17, 2024, its Tmall flagship store — the only online channel besides the official website — stopped operations. The last Beijing store closed in March 2025. OYSHO became the fourth Inditex brand to exit China, following Bershka, Pull&Bear, and Stradivarius.

OYSHO's 2024 first-half sales of €368 million accounted for just 2% of Inditex's group revenue. The brand's global performance was strong — net revenue up 19% in FY2023 — but its China business never gained traction against local activewear brands like 蕉内 and Ubras that had already defined the category for Chinese consumers.