Godiva closes all chocolate stores in the United States as pandemic cuts sales

It was sweet as long as it lasted.

Belgian chocolatier Godiva will sell or close its 128 North American stores in the coming months, the company announced this week.

Godiva said it has seen a drop in demand for in-person shopping at its physical stores, particularly amid the coronavirus pandemic. At the same time, the company said it has seen growth in sales and online sales through grocery stores, clubs and other retail partners.

Belgian chocolatier Godiva will sell or close its 128 North American stores in the coming months. (Reuters)

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CEO Nurtac Afridi, who was appointed to the post last month by Govida’s Turkish parent company, Yildiz Holding, said in a written statement that the company has “always been focused on what our consumers need and way they wanted to experience our brand, which is why we made this decision.

Local reports have indicated that many Godiva stores will remain open until Valentine’s Day, a significant selling period for the chocolatier. The Indianapolis Business Journal reported that an Indianapolis Godiva store would close on February 15, while the Dallas Morning News reported that seven locations in Texas would close by the end of March.

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Godiva did not immediately say how many employees would be affected.

“Of course, this decision has been difficult because of the care we take for our dedicated and hardworking chocolatiers who will be affected,” Afridi said. “We are grateful for all they have done to create wonderful moments for our consumers and spread happiness through incredible customer service.”

The move comes less than two years after Godiva announced an effort to open 2,000 cafes around the world in six years. Cafes offer an expanded menu beyond chocolate, including pastries, sandwiches and coffee.

The move comes less than two years after Godiva announced a push to open 2,000 cafes. (Godiva)

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At the time, Godiva planned to open about a third of these cafes in the United States.

Godiva’s retail stores in Europe, the Middle East and Greater China will continue to operate.