Torrid is making a decisive move into the digital era, announcing plans to close as many as 180 underperforming stores by the end of 2025. The brand, beloved for its apparel and intimates for women sizes 10 to 30, is doubling down on a digital-first strategy after a challenging first quarter.
A New Era for Torrid The shift comes as Torrid’s customers increasingly prefer to shop online, with digital now making up nearly 70% of total demand. “Digital continues to be our customer’s preferred channel, now
approaching 70% of total demand,” said Torrid CEO Lisa Harper. “We’re accelerating our transformation to a more digitally-led business, which includes optimizing our retail footprint.
We now plan to close up to 180 underperforming stores this year—allowing us to reinvest in areas that drive long-term growth, including customer acquisition and omnichannel enhancements.” This strategic pivot marks a significant expansion from the company’s earlier target of 40 to 50 closures, reflecting a rigorous reassessment of store performance and evolving shopper habits.
Loyalty and Community at the Core Despite the reduction in physical locations, Torrid’s connection with its community remains strong. Harper emphasized the brand’s “deep connection” with its loyal customer base, noting that 95% are engaged in Torrid’s loyalty program.
“Combined with strategic and targeted acquisition and retention efforts, this digital transformation will position us for efficient and accelerated top and bottom-line growth,” she added . First Quarter in Focus Torrid’s Q1 results set the stage for these sweeping changes…
