The first LV chocolate store in China, located in Pudong New Area, Shanghai, attracts many customers who are lining up to enter and make purchases on July 23, 2024. Photo: VCG

High-end luxury brand Louis Vuitton (LV) has reportedly closed its first and only chocolate boutique in Shanghai on Sunday, according to ce.cn.

Le Chocolat Louis Vuitton located in Qiantan Taikoo Li, Shanghai, opened in July 2024 as LV's first and only dedicated chocolate store in China. It was the brand's third such store in the world after Paris and Singapore.

"The closure is due to the successful completion of its operational cycle and any future openings will be announced through official platforms," said a LV customer service representative, the ce.cn reported.

Once famous online for offering "LV's cheapest item" with its viral 240-yuan promotion, the shop became an overnight sensation, according to the report.

After launch, the shop offered a variety of chocolates inspired by LV design elements, including Damier checkerboard chocolates, monogram-patterned chocolates and box-shaped chocolates. Packaged in classic LV boxes, prices ranged from 240 yuan ($34) to 3,200 yuan. 

Industry insiders noted that the fiercely competitive food and beverage sector leaves little room for error, and that many luxury brands' coffee and food products offer far less differentiation than their footwear and apparel. A strong brand image may win a first-time purchase, but without genuine uniqueness, customers are unlikely to make a second purchase.

LVMH Moët Hennessy Louis Vuitton, LV's parent company, recorded a 4 percent drop in revenue in the first half of 2025, coming to 39.8 billion euros, according to a first half results released on July 24. The company also saw its net profit plummet 22 percent during the same period.

Global Times