Don’t freak out, but your go-to high school party dress provider, BCBG, announced that it’s closing many of its stores. But! The good news is it’s not the end of the brand. In a statement this week, the company said that it will continue to exist primarily online, after noting growth in web sales and a decline in in-store shopping.
“Like so many other great brands, BCBG has been negatively impacted by the growth in online sales and shifts in customer shopping patterns and, as a result, has too large a physical retail footprint,” announced the company in a statement, according to Allure. “In order to remain viable, the company — like so many others in its industry — must realign its business to effectively compete in today’s shopping environment.”
The company hasn’t released specific details about the store closures, noting only that it will “reduce [its] focus” on brick-and-mortar boutiques. BCBG, which was founded in 1989 by Tunisian designer Max Azria, operates 570 stores worldwide, with more than 175 in the U.S.
BCBG is not the only beloved mall store to collapse under the weight of online shopping. Wet Seal, Delia’s and other staple shops of our teenage years have seen significant brick-and-mortar closures or business changes in recent years. Even anchor stores like Macy’s and Sears have announced waves of closures planned for 2017, faltering after years of financial stress.
While we’re sad to see BCBG stores go, we’re glad the brand will continue to live online; the company is still making super-cute party clothes at a mid-range price point. The impact on workers will surely be significant, though, so we’re keeping our fingers crossed that these brands find new ways to create opportunities for their employees.