Americans spent nearly $15 billion on chocolate last year, a 5 percent increase over 2019. Nevertheless, the famous Godiva company will close all stores in North America because of a pandemic drop in sales.
Godiva will close its 128 stores and cafes across North America at the end of March, company officials said, citing declining demand for personal shopping during the pandemic. Godiva’s sweets will still be available online and at partner retailers and grocery stores across the continent. The company will still maintain stores in Europe, the Middle East and Greater China.
The Belgian chocolate maker did not disclose the number of employees affected by the decision in North America. Marshal Cohen, chief retail analyst at NPD Group, believes the store chain lost 75 percent of demand because of the pandemic.