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It was sweet while it lasted.
Belgian chocolate maker Godiva will sell or close all 128 of its stores in North America in the coming months, the company said this week.
Godiva said he saw a drop in demand for personal purchases at his physical stores, especially amid the coronavirus pandemic. At the same time, the company said it has seen growth in online sales and sales through supermarkets, clubs and other retail partners.
Belgian chocolate maker Godiva will sell or close all 128 of its stores in North America in the coming months. (Reuters)
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CEO Nurtac Afridi, who was appointed to the role last month by Turkish parent company Govida, Yildiz Holding, said in a written statement that the company “has always focused on what our customers need and how they want to experience our brand, and that’s why we made that decision. ”
Local reports have indicated that many of the Godiva stores will remain open until Valentine’s Day, a major chocolatier sales period. The Indianapolis Business Journal reported that a store in Indianapolis Godiva would close on February 15, while The Dallas Morning News reported that seven stores in Texas would close in late March.
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Godiva did not immediately say how many employees would be affected.
“Of course, this decision was difficult because of the care we have with our dedicated chocolatiers and workers who will be affected,” said Afridi. “We are grateful for everything they have done to provide wonderful moments for our consumers and spread happiness through incredible customer service.”
The change comes less than two years after Godiva announced an effort to open 2,000 cafes worldwide over the course of six years. The cafes offer a menu that goes beyond chocolate, including breads, sandwiches and coffee.
The move comes less than two years after Godiva announced an impulse to open 2,000 cafes. (Godiva)
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At the time, Godiva planned to open about a third of these cafes in the United States
Godiva’s retail stores in Europe, the Middle East and Greater China will continue to operate.