Online fashion retailer Asos will stop running its local China operations to redirect its customers to its global platform, Asos.com.
Chinese shoppers will continue to find Asos products via this website, however the localised site for China will be discontinued.
The closure of the China operation will cost the company £10 million, according to a statement.
Nick Beighton, ASOS CEO commented: “We’ll continue to do business in China. We are simply serving our growing customer base there in a more efficient, less costly manner.”
The British company launched a local language website for China in November 2013, and offered up to 6,000 items.
The closure will mean that shoppers will now have more access to its range, as Asos.com features more than 80,000 pieces.
According to the retailer’s annual figures for the year ended 31 August 2015, the China operation had suffered a loss of £5.2 million in the period.
This represented an improved performance, however, as Asos China had lost £8.6 million in the previous yearAsos to close.