Two years ago Godiva had plans to open 2,000 coffee shops in different countries.
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The chain of chocolates deluxe Godiva announced that will close all its stores located in the United States due to the impact of the pandemic of coronavirus.
It is a bitter goodbye for one of the most prestigious chocolate chains.
“We have always focused on what our consumers need and how they want to experience our brand, which is why we have made this decision,” said the CEO. Nurtac Afridi it’s a statement. “Of course, this decision was difficult due to the care we take for our dedicated and hard-working chocolatiers who will be affected.”
Godiva has 128 branches in the United States and the announcement comes less than two years after the company announced its plans to open 2,000 coffee shops in different countries.
It will be in March when the stores will close their doors and chocolate lovers will only have three options to purchase the famous chocolates: through its website, in retail stores or in the branches that the company has abroad. Godiva will keep branches in Europe, China and the Middle East open.
The company only said that the closure is a product of the pandemic, however, retail destinations such as shopping centers closed several times in 2020. Since that time, sales of stores located in shopping complexes have declined. your sales.
Related: Why shopping malls or department stores are about to disappear.
The company has not been the only one that has made the decision to close its branches since other companies have also been affected by the drop in their sales during the pandemic.
JCPenney announced that it will close more stores this spring after filing for bankruptcy. Lord & Taylor, the first department chain in the United States, closed its 38 branches after a career of 194 years. For its part, the Neiman Marcus chain, based in Dallas, Texas, filed for bankruptcy protection in May of last year.
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