It was sweet when it lasted.
Belgium’s Chocolatier Godiva will sell or close all 128 of its North American shops within the next few months, the company said this week.
Godiva said it saw a drop in in-person shopping demand at its brick-and-mortar stores, especially amid the coronovirus epidemic. At the same time the company said that it has seen an increase in online sales and sales through grocery, clubs and other retail partners.
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CEO dancer Afridi, who was appointed to the role last month by Yowidz Holding, the Turkish parent company of Gowda, said in a written statement that the company has always “focused on what our consumers want and what they want from us.” This is why we have decided to want to experience the brand. ”
Local reports indicated that many of Godiva’s stores would remain open during Chocolate Day, a major selling period of chocolate. The Indianapolis Business Journal reported that an Indianapolis Godiva shop would close on February 15, while The Dallas Morning News reported that seven locations in Texas would be closed by the end of March.
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Godiva did not immediately say how many employees would be affected.
“Certainly this decision was difficult for the care of our dedicated and hardworking chocolates as it would have an impact,” said Afridi. “We are grateful to everyone for what they have done to create amazing moments for our consumers and spread happiness through incredible customer service.”
The move comes less than two years after Godiva announced a push to open 2,000 cafes worldwide in six years. The cafes extend a menu beyond chocolate, including baked goods, sandwiches and coffee.
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At that time, Godiva plans to open a third of those cafes in the US
Godiva’s retail stores in Europe, the Middle East and more and more China will continue to operate.