fresh Closes Wuhan MixC Location

In early January, premium skincare label fresh, owned by LVMH, quietly shut its store in Wuhan MixC, one of Central China’s most prominent luxury malls. The brand sent out a message to members informing them that all customer services would now be handled through its counter in Wuhan’s Wushang Plaza—effectively downsizing its local retail footprint from two locations to one.

While closures of physical stores in China's post-pandemic retail landscape are increasingly common, this particular move doesn’t suggest a full-scale retreat. On the contrary, fresh still operates close to 70 doors across China, predominantly in major cities in the east and south. The brand’s exit from Wuhan MixC appears to be a surgical repositioning—a choice rooted in operational efficiency rather than market abandonment.<