A once-celebrated mall fashion brand is dramatically scaling back its physical presence. Plus-size retailer Torrid has announced plans to shutter nearly 200 locations nationwide following disappointing sales figures in an increasingly challenging retail environment.
According to Daily Mail, Torrid will close approximately 180 stores after experiencing a 4.9 percent decrease in net sales. The closures represent nearly a third of the company's current 658 locations, bringing their total store count down to around 450.
CEO Lisa Harper framed the decision as part of a strategic pivot toward e-commerce, noting that 70 percent of Torrid's customers already shop online. The company aims to eventually generate 75 percent of its sales through digital channels, with physical stores accounting for just 25 percent.
Torrid, founded in 2001, built its reputation as a pioneer in the plus-size fashion market with high-profile collaborations and fashion industry milestones. The brand partnered with celebrities, including Rebel Wilson, who launched the "Rebel for Torrid" collection in 2015.
The retailer made history in 2014 when it featured Georgina Burke as its first official face, further cementing its status in the fashion world. Three years later, Torrid broke new ground again by becoming the first plus-size label to present at New York Fashion Week.
Despite these achievements and collaborations with designers like Betsey Johnson and models like Tara Lynn, the company has struggled to maintain sales growth in recent years. Retail expert Neil Saunders told Daily Mail that Torrid's declining sales have put "store productivity under pressure," ultimately damaging profitability.
The store closure announcement has reportedly left many Torrid employees feeling shocked and betrayed. Some staff members claim they first learned about the closures from customers who asked questions after seeing news reports.
One employee expressed frustration on Instagram, writing: "When customers started asking me during my shift if our location was the one closing, I had nothing to say... because I didn't know either. I was completely in the dark and had to go online to see what they were talking about."
Another employee described the situation as "confusing, disheartening, and honestly just sad," adding: "We're the ones holding the stores together, and yet we're the last to know? It shouldn't be like this." The company has not yet released a complete list of which locations will be shuttered.
Torrid's downsizing comes amid what many industry observers have labeled a "retail apocalypse" affecting brick-and-mortar stores across the United States. The trend has accelerated dramatically over the past year, with retailers closing approximately 7,300 stores through mid-December 2024—nearly 60 percent more than in 2023.
Department store giant Macy's is currently in the process of closing 150 underperforming locations, including its Center City, Philadelphia store. Several other well-known retailers have filed for bankruptcy protection, including Forever 21 and pharmacy chain Rite Aid, which entered its second bankruptcy in two years.
Home improvement and decor retailers have been particularly hard hit. Bed Bath & Beyond, Christmas Tree Shops, Bargain Hunt, Conn's, and LL Flooring all announced bankruptcies and store closures, though The Container Store and LL Flooring have since emerged from bankruptcy proceedings.
Retail analyst Neil Saunders believes Torrid's store closures represent a sensible strategy that will free up capital for marketing and product development. The company will also invest in remaining stores that show growth potential.
Beyond store closures, Torrid has made other operational changes, including discontinuing its shoe line. The company cited rising costs from tariffs imposed under President Trump as the reason for this decision.
Harper's strategy appears focused on adapting to changing consumer habits rather than simply cutting costs. With most Torrid customers already shopping online, the company aims to strengthen its digital presence while maintaining a more targeted physical footprint.
