July 22, Beijing (Beijing) – Lady M, a bakery brand from New York, has recently become a trending topic on the Chinese social media due to reports that assert the brand would soon exist the Chinese market.

It is reported Shanghai Muxin Catering Management, the exclusive operator of Lady M in the Chinese market, has been requested by Lady M to suspend the operation of all Lady M outlets in China. According to the company’s notice, all of Lady M’s brick-and-mortar outlets will shut down on September 10, 2022. Lady M’s pre-paid cards will all expire on the same day as well.

Lady M is a high-end bakery brand established in New York in 2001. The brand is famous for its crepe cakes and advertises that it only sells cakes made by its bakers. Lady M is considered the “Hermes in the world of cakes” for its expensive cakes.

The brand opened its first outlet at Shanghai IFC in September 2017, attracting crowds of customers. Some customers would even wait for six hours in the line to purchase some of Lady M’s crepe cakes. The prices of Lady M’s cakes were inflated by one hundred to two hundred yuan. Its original flavor crepe cakes, priced at over 500 yuan, were sold at around 2,000 yuan by scalpers.

However, Lady M’s popularity has seemingly started to fade since last year. The brand has been closing several outlets since last year, further confirming that the brand was losing traction.

Lady M is not exiting from the Chinese market like what media speculations are asserting, Lady M’s senior management team told Future Consumption. The bakery company will adopt the direct operation model in mainland China. “We are going to operate it as a brand. We are not only selling cakes here,” said a senior executive.