Well-known apparel brand to exit US storefronts and transition to online-only model
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Some brands arrive with high expectations, eager expansion plans, and the promise of long-term success, but the retail world is not always kind to such ambitions.
A once-growing clothing name that entered the US market just a decade ago is now making a dramatic and unexpected retreat.
Executives are abandoning physical stores entirely and betting the company’s future solely on an online presence.
The decision follows a period of falling profits and sales, making its brick-and-mortar operations unsustainable.
FatFace, known for its casual outdoor clothing, is closing all 23 of its US stores after years of operating alongside its larger UK and Ireland footprint of more than 200 locations.
Company leaders point to rising costs and a significant dip in performance as the main reasons behind the pullback.
In its UK home market, pre-tax profits dropped by 21 percent to £16.9 million ($22.8 million) over the past year, with sales falling 11 percent in the same period.
The shift to a fully digital model now marks a clear turning point, signaling the quiet but definitive end of FatFace’s chapter of operating physical storefronts in the United States.
The brand first opened in the US in 2015, debuting in Portland, Maine, with ambitious goals set by then-CEO Anthony Thompson.
At the time, the company planned to open three stores by May 2016, and between five and ten more within the following 18 months.
While some expansion occurred, the US network never reached the scale or profitability envisioned at launch. The shift to a fully digital model now signals the end of FatFace’s American storefront era.
The closures come at a time when other well-known retailers are facing similar challenges, suggesting a broader trend in physical retail struggles.
Also read: A historic fast-food spot is going dark—why this closure hits differently
Popular teen accessories chain Claire’s has filed for bankruptcy for the second time in seven years, with 13 stores already closing and as many as 700 potentially at risk.
Even established names such as Rite Aid, Party City, and JoAnn have either filed for bankruptcy or exited the market entirely in recent months.
The changing shopping habits of consumers, coupled with rising operating costs, have made traditional store survival a high-stakes game.
The brand will continue to sell through its website, but the in-person browsing experience is set to disappear entirely from the US.
Also read: Store closure shocker: Is your neighborhood favorite one of the last eight left?
Readers with memories of the brand’s early American expansion or loyal shoppers who still visit their local store are encouraged to share their thoughts.
As the last weeks of operation approach, reactions from customers could offer a telling snapshot of how retail loyalty has shifted.
Read next: Is your favorite store closing? The shocking forecast of 15,000 retail closures by 2025
Will you miss the experience of walking into a FatFace store, feeling the fabrics, and browsing the racks in person, or has shopping online become your preferred way to explore their styles? Share your thoughts in the comments below, and let us know how you feel about this change.
A once-growing clothing name that entered the US market just a decade ago is now making a dramatic and unexpected retreat.
Executives are abandoning physical stores entirely and betting the company’s future solely on an online presence.
The decision follows a period of falling profits and sales, making its brick-and-mortar operations unsustainable.
FatFace, known for its casual outdoor clothing, is closing all 23 of its US stores after years of operating alongside its larger UK and Ireland footprint of more than 200 locations.
Company leaders point to rising costs and a significant dip in performance as the main reasons behind the pullback.
In its UK home market, pre-tax profits dropped by 21 percent to £16.9 million ($22.8 million) over the past year, with sales falling 11 percent in the same period.
The shift to a fully digital model now marks a clear turning point, signaling the quiet but definitive end of FatFace’s chapter of operating physical storefronts in the United States.
Well-known apparel brand to exit US storefronts and transition to online-only model. Image source: Rina in London / YouTube
The brand first opened in the US in 2015, debuting in Portland, Maine, with ambitious goals set by then-CEO Anthony Thompson.
At the time, the company planned to open three stores by May 2016, and between five and ten more within the following 18 months.
While some expansion occurred, the US network never reached the scale or profitability envisioned at launch. The shift to a fully digital model now signals the end of FatFace’s American storefront era.
The closures come at a time when other well-known retailers are facing similar challenges, suggesting a broader trend in physical retail struggles.
Also read: A historic fast-food spot is going dark—why this closure hits differently
Popular teen accessories chain Claire’s has filed for bankruptcy for the second time in seven years, with 13 stores already closing and as many as 700 potentially at risk.
Even established names such as Rite Aid, Party City, and JoAnn have either filed for bankruptcy or exited the market entirely in recent months.
The changing shopping habits of consumers, coupled with rising operating costs, have made traditional store survival a high-stakes game.
The brand will continue to sell through its website, but the in-person browsing experience is set to disappear entirely from the US.
Also read: Store closure shocker: Is your neighborhood favorite one of the last eight left?
Readers with memories of the brand’s early American expansion or loyal shoppers who still visit their local store are encouraged to share their thoughts.
As the last weeks of operation approach, reactions from customers could offer a telling snapshot of how retail loyalty has shifted.
Read next: Is your favorite store closing? The shocking forecast of 15,000 retail closures by 2025
