Cold shower in the United States: this famous chain is closing all its stores

The past few years have been a real challenge for brick-and-mortar retail around the world. The rise of e-commerce had already weakened many stores before the pandemic. However, the subsequent crises have tested the resilience of even the most beloved brands.

In this context, the British chain FatFace has made a decision that directly affects its presence in the United States. The company will close its 23 locations in the country to focus solely on online sales. The measure means the dismissal of 145 employees and a radical change in its international strategy, reveals Retail Gazette.

A story defined by quality and customer loyalty

FatFace was founded in 1988 by Tim and Jules, two friends passionate about skiing who were looking for a solution to their financial problems. The inspiration for the name came from La Face, a ski run in Val-d'Isère, France. Their initial idea of selling sweatjerseys and t-jerseys at night turned into a brand with a strong identity.

The company has earned recognition for its practical and stylish garments, always with a focus on quality and durability. Under the motto "Made for Life," it has kept a commitment to sustainability that its customers value highly. According to comments on forums and social media, the clothing keeps its condition for years and justifies its price.

In the United States, the brand had built a loyal customer base that appreciated both its designs and its customer service. Many consumers say they still wear items purchased more than a decade ago. However, this loyalty hasn't been enough to offset recent economic difficulties.

A strategic shift amid economic uncertainty

The company FatFace has explained that the closure in the United States is due to rising costs and market uncertainty. The goal now will be to strengthen its network of stores in the United Kingdom, where it has 191 locations. This year, it has already opened three new stores and renovated another 35, aiming to improve the shopping experience.

The latest results show a 21% drop in profit before taxes, standing at £16.9 million (16.9 million GBP) for the fiscal year ending in January 2025. Part of this decline is due to the transition of its e-commerce platform to the Next system. Nevertheless, the first half of 2025 has shown signs of recovery, with a 6.6% increase in full-price sales.

According to its CEO, Will Crumbie, the digital migration will allow the company to improve its technological capabilities and manage operations more efficiently, warns Express. The company trusts this change will help it adapt better to current consumer needs. Although the farewell to stores in the United States is a major blow for its followers, FatFace seeks to keep its essence and continue growing in its main market.