Belgian premium chocolate maker Godiva is leaving North America. All 128 stores in Canada and the U.S. will be closed or sold by March.
The retail sites comprised chocolate stores and cafés serving Godiva-inspired waffles, cookies, and the Croiffle—a croissant pressed in a waffle iron.
The company debuted its first café in New York City in 2019 and plans to create 2,000 more by 2025. More than 400 additional stores planned to open in the U.S.
Consumer behaviour shifts during the epidemic prompted the brand's abrupt turnaround.
"Our brick-and-mortar shops in North America have had a clear function since we opened our doors in this market," stated Godiva CEO.
"We've always been focused on what our consumers need and how they want to experience our brand.
Godiva's chocolate will still be available, but you won't be able to enjoy the boutique experience. The brand will remain retail and online.
Godiva's objective is to work with additional North American shops, according to Afridi.
The signature spots are also abroad. Europe, the Middle East, and Greater China will maintain retail shops.
Godiva's cafés are the latest in a long line of coffee shops and bakeries that have shut down a lot of locations because of the pandemic.