Godiva Closing Brick-and-Mortar Stores in U.S.

Posted on February 1, 2021

Godiva is closing its U.S. stores. The Covid-19 pandemic has been especially hard on mall retailers. Godiva will focus on its online business in the U.S. This includes 128 stores.

Godiva CEO Nurtac Afridi gave the following statement, "Our brick-and-mortar locations in North America have had a clear purpose since we first opened our doors in this market—to provide an in-person experience for consumers to enjoy the world's most exquisite chocolate. We have always been focused on what our consumers need and how they want to experience our brand, which is why we have made this decision."

Afridi was appointed CEO of Godiva at the end of last year following two months as interim chief executive officer.

A CNN report says, "Godiva relied heavily on mall traffic, which has been plummeting even before the pandemic. The chocolatier's sales are largely driven by online purchases and purchases through Godiva's grocery, club and retail partners."

Mall shoppers will be sad to see the chocolate stores go. Godiva chocolates can still be purchased online and in grocery stores. A Food & Wine report says Godiva plans to increase the number of drugstores and grocery stores that carry its chocolates.

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