According to reports, Belgian chocolatier Godiva is preparing to exit the United States. The company will sell or close all 128 stores in North America.
According to Fox 11 LA, Godiva stated it saw a decrease in in-person shopping amid the pandemic. Though people may not be showing up to brick-and-mortar stores, online sales have increased, as well as sales through grocery, club and other retail partners.
CEO Nurtac Afridi said in a written statement that the company has “always been focused on what our consumers need and how they want to experience our brand, which is why we have made this decision,” Fox 11 LA reports.
Godiva also stated, “Of course, this decision was difficult because of the care we have for our dedicated and hard-working chocolatiers who will be impacted,” Afridi said. “We are grateful for all they have done to make wonderful moments for our consumers and spread happiness through incredible customer service.”
This comes after the company once desired to open 2,000 cafes around the world in over a six-year period. At the time, it was reported that cafes would expand beyond chocolate and would include baked goods, sandwiches, and coffee.
Retail stores will remain open in Europe, the Middle East and China.
Good thing they’ll still be available online.
