Godiva has decided to close or sell all 128 of its brick-and-mortar stores in North America by the end of the first quarter in 2021.
Godiva said it focused on Food Drug Mass (FDM) and online sales as a part of its strategy which is to make its premium chocolates more accessible.
Accordig to the company, the success of this strategy in North Amrica is evidenced by the continued growth of its consumer base, which is ‘largely being driven by online and greater product purchasing through its grocery, club, and retail partners.’
”At the same time, in this market, demand for the in-person shopping experience offered through Godiva’s brick & mortar locations has waned as a result of the pandemic and its acceleration of changes in consumers’ shopping behavior,” said the company in a statement.
“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,” stated Afridi.
“Our brick & 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 Afridi. “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.”
Godiva will maintain retail operations across Europe, Middle East and Greater China in formats that reflect the unique cultural preferences of those markets.
Godiva is present in more than 100 countries and will continue to expand while increasing its product portfolio and FDM offerings. Its premium chocolates can be purchased online, through GTR (Global Travel Retail), from retail partners in grocery and drug stores, and in Godiva cafes and retail locations in the Middle East, Greater China, and select European cities.