Torrid has been (and still is) one of the most iconic plus-size fashion brands in the U.S. For years, it has dressed non-normative bodies and helped them feel confident while shopping. But something is changing, because the company has announced the closure of up to 180 physical stores throughout 2025. That’s a decision that affects almost 30% of its locations in the country.
The reason? Exactly thesame thing that has affected many other stores following this strategy: e-commerce.
That’s right, Torrid gets 70% of its demand online. Consumer habits have changed, and people now prefer to shop from home, it is more comfortable for them. So, Torrid is following its audience and will allocate more resources to its online platform!
But hold on, the company is not just trying to survive this change to the digital era, they want to lead it. That’s why, in addition to closing underperforming retail locations, it will redirect resources toward attracting new customers.
Winning over new audiences
Torrid isn’t just cutting expenses. They’ve got an ace up their sleeve. The new strategy also includes creating complementary product lines. That’s right, Torrid has sub-brands that are unexpectedly thriving. Lovesick and Studio Luxe are surpassing all initial expectations and are expected to represent a third of total sales by 2026.
In addition, the Torrid loyalty program continues to be one of the most popular in the industry. It will be key to staying connected with their community of shoppers, even without nearby physical stores.
What we know about the closures
So far, Torrid has closed only two stores in 2025, while 632 locations remain open. However, the company has not yet published the final list of stores that will shut down, or the exact number of employees that will be affected…
Closures are expected to hit areas where profitability hasn’t been sufficient and where online sales already meet demand. But, of course, this means layoffs, even the company has stated that it will try to relocate employees whenever possible.
A growing trend
Torrid’s case isn’t isolated. Many U.S. retail brands are adjusting their strategies to respond to current consumer habits, which are increasingly digital.
In the last two years, other companies like Benetton, Gap, and Foot Locker have also announced major reductions in their physical store count. The future really is just a click away.
Torrid goes all-in on digital
Torrid CEO Lisa Harper explained it bluntly in her last quarterly report: the brand’s future is online. With more than 70% of its revenue coming from e-commerce, keeping physical stores that don’t meet financial targets makes no sense. So, closing those locations will allow the company to cut costs and invest that money in other strategies, so customers get the best service (online, of course).
Harper has confirmed they’re accelerating the transformation to lead the digital market. They want to grow more quickly and sustainably.
What can we expect now?
Torrid is not giving up on connecting with its customers, but it understands that this connection now happens through screens, not fitting rooms. As we said, the future is behind the screen (even if some of us still like to try on jeans in case they don’t fit our butt). Now, we’ll have to get used to shopping online and trying clothes on at home at our own pace. For now, they’re offering a fast, convenient, and personalized service.
So this isn’t a goodbye, not at all. They’re changing to keep giving their best. Torrid will continue offering clothes for all bodies, only now, through your phone!
¡They still have plenty of clothes to offer us! And remember, all bodies are valid, they deserve to dress beautifully and to be loved!
