Torrid Unveils Bold Digital Future with Up to 180 Store Closures

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. “Net sales fell 4.9% to $266 million, while comparable sales slipped 3.5%. Net income was $5.9 million, or $0.06 per share, down from $12.2 million, or $0.12 per share, a year prior.” As of quarter’s end, Torrid operated 632 stores, having closed two locations during the period.

Looking Forward

For Q2, Torrid projects “net sales between $250 million and $265 million, with full-year guidance in the $1.03 billion to $1.05 billion range”. The company expects a $20 million net tariff impact this year, which will be offset by discretionary cost reductions, store optimization, and project prioritization.

Sub-Brand Momentum

Torrid’s sub-brand strategy is gaining traction, driving engagement with new and younger shoppers. “Our sub-brand strategy is delivering positive results, exceeding expectations and helping us reach new and younger customers while driving higher margin sales,” Harper said. 

“With the upcoming launches of Lovesick and Studio Luxe, we’re doubling down on this momentum and expect sub-brands to represent nearly a third of our business by 2026.”

Torrid’s bold realignment signals a new chapter for the brand—one that puts digital innovation, customer loyalty, and community at the forefront of its growth story.