The luxury chocolate maker is set to close its entire store network across North America and has cited the Coronavirus pandemic as the main contributing factor for the decision.
The news means that 128 stores, including 11 in Canada will be closed by the end of March and comes in stark contrast to the 2019 growth strategy that announced the chocolatier would open more than 2,000 Godiva cafes across the world, with 400 of these planned for the North American market.
Chief Executive Officer Nurtac Afridi, commented: “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 Brussel in 1926.”
Godiva will retain its own sales stores across Europe, the Middle East and China.
