Godiva Chocolatier will exit its 128 brick-and-mortar locations in North America by the end of the first quarter of 2021, reports Food Business News. The company will do this partially through sales and closings.
Godiva opened its first cafe concept in New York City in April 2019, and over the next year, opened dozens more. In addition, the company previously announced that it would open 2,000 cafes around the world by 2025.
However, over the past year, Godiva said demand for the in-person shopping experience has declined both as a result of the pandemic and changes in consumers’ shopping behavior.
“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 chocolates,” said Nurtac Afridi, CEO. “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.
The company has begun to shift its focus to food, drug, and mass retail outlets and online options to meet growing consumer demand.
