Confirmed: this is the famous brand that's closing more than 100 stores in the U.S.

At a time when many companies are choosing to reinvent themselves, a well-known clothing brand has made a decision that directly affects its physical presence in the country. The changes are part of a broader strategy that seeks to adapt to new consumer habits. Although this isn't the first company to take this path, its case has sparked a notable reaction among its most loyal customers.

The American chain Torrid has confirmed that they will close up to 180 stores during 2025, which represents about 30% of their locations in the United States. The decision was announced in their financial report on June 5, where they also detailed a 4.9% drop in sales compared to the first quarter of 2024. The company, which specializes in clothing and accessories for plus-size women, will now prioritize their digital strategy to keep growing.

A shift in their commercial strategy

Torrid was founded in 2001 and currently has more than 600 stores across the country. The brand has positioned itself as one of the leading brands aimed at women in sizes 10 to 30, with an offering that ranges from casual clothing to intimate apparel. Their main audience consists of young women who seek inclusive and current fashion, according to The Economic Times.

According to their CEO, Lisa Harper, 70% of demand already comes from e-commerce. "We're accelerating our transformation toward a more digital model," she stated in the report. This means not only a reduction in physical locations, but also a reinvestment of resources to strengthen their online channel.

The Torrid stores that will be closed are considered "underperforming" and it hasn't yet been specified which ones they will be. Since January, the brand has already closed two locations, and their store network has dropped to 632. The goal is to adjust the company's structure to the new market dynamics and improve their operational efficiency.

Public reaction and financial situation

For many customers, the news has been a hard blow. Christine Murphy, a plus-size sector activist, told USA TODAY that she felt "devastated" when she heard the news. She explained that part of her wardrobe comes from Torrid, not by preference, but because it's one of the few physical options available in her size. Her testimony reflects a concern shared by many regular shoppers.

Financially, Torrid reported revenues of $266 million in the first quarter, compared to $279 million in the same period last year. In addition, they had a net loss of $7.3 million, in contrast to the $11.8 million in profits they earned in 2024. Despite this, the company reaffirmed their annual forecast, with estimated sales between $1.03 billion and $1.055 billion for 2025.

The company assures that they are in a good position to continue their transformation. "I'm very proud of the team's commitment to building a more agile and resilient business," Harper concluded. Although the store closures are a difficult step, the firm trusts this strategy will allow them to consolidate in the long term in the United States.