Luxury chocolate maker Godiva is to close all its shops in North America. The decision was prompted by the corona crisis. The brand now wants to focus on sales through other retailers and on e-commerce.
Different consumption patterns
A total of 128 stores are involved, 11 of which are in Canada, reports CTV News. They will all be closed by the end of March. It is not known how many employees will lose their jobs. The luxury chocolatier, Turkish-owned since 2007, will retain its own sales outlets in Europe, the Middle East and China.
The closures are in stark contrast to the growth strategy announced in 2019 to open 2,000 'Godiva cafes' worldwide, including more than 400 in North America. The corona crisis has meant that the company's own shops are seeing far fewer customers. They are, of course, very dependent on tourism. The praline maker now wants to concentrate on sales through other retailers and on e-commerce in North America.
“Godiva is already available in many retailers in North America and we will continue to increase our presence there while always upholding the premium quality, taste, and innovation that we have been renowned for since we were founded in Brussels in 1926," explains CEO Nurtac Afridi.