Mercedes-Benz shuts its concept store in Beijing as more luxury brands are expected to follow suit to limit losses from Covid-19 crisis
- The German luxury carmaker announced the closure of Mercedes Me Beijing, which boasted a vast dining space serving dishes including hotpot, four days after a new outbreak of the coronavirus in the city
- Analysts say more high-end retailers are likely to give up their themed cafes and concept boutiques after sales all but evaporated during the pandemic
After four years, German luxury car maker Mercedes-Benz has called time on Mercedes Me Beijing, its first “concept store” in China.
The closure of the huge Mercedes-branded shop and dining space in the capital’s nightlife neighbourhood, Sanlitun, comes as restaurants and high-end retailers struggle to survive a collapse in demand caused by the Covid-19 pandemic. Analysts foresee more upmarket vendors abandoning their themed high-street shops and cafes as they try to minimise losses.
Mercedes-Benz announced the closure of the store, which boasted 2,400 square metres of space dedicated to food, on June 15, four days after a new and explosive outbreak of the coronavirus in the city. It welcomed its last customers on Tuesday.
Even amid the health crisis, the shutdown was rather unexpected.
On June 3, Mercedes Me’s WeChat account gave a preview of new dishes for the month in both its Beijing store and the one in Shanghai, urging customers to come and give them a try.
When contacted by the Post, Mercedes Me said the Beijing outlet, as the first of its concept stores in China, had “fulfilled its mission, proving the model can be copied,” without elaborating.
A staff member in Mercedes Me’s Shanghai store, who declined to be identified, said Covid-19 had hit the businesses, and the remaining stores are organising events such as art exhibitions to woo customers.