While a select few retail businesses are finding themselves in a good position to open more locations, that has not been the case for the majority of companies during these trying times.
In fact, beauty brand Glossier has decided to not reopen three of its stores for the remainder of the year due to COVID-19, according to CEO Emily Weiss.
After initially furloughing its employees back in June, the company has decided to move to layoffs due to the current economic climate.
Glossier was founded by Emily Weiss after she launched her beauty blog “Into the Gloss” about a decade ago. The blog became popular and she decided to create her own beauty brand in 2014, which she of course named Glossier.
The brand is known for its popularity among millennials, as it focuses on simple and pared-down makeup and skin products. The company emphasizes natural beauty and initially launched with just four products — a cleanser, a moisturizer, lip balm, and a misting spray.
The company has since grown in popularity, and though it’s primarily an e-commerce business, they decided to open up three stores following a run of pop-up shops in Nordstrom and other locations.
Weiss was forced to break the news to her employees on Friday, August 7, and revealed the stores will at least be closed through the end of the year and possibly for as long as the pandemic lasts.
The stores, which are located in New York and Los Angeles, initially paid their employees when they shut down in March. But when it became clear the pandemic was going to last much longer than initially anticipated, the employees were furloughed in June.
Despite now being laid off, all of the employees will receive 12 weeks of severance and healthcare coverage through October.
Despite the stores shutting down, which is a blow for its employees, Glossier as a business is still doing just fine. Glossier has always been a digital company first and foremost, and consumers are still going online to buy products.
“As a digital-first company, we have always viewed our offline experiences as a channel for connection and community, and that mandate has not changed. We will keep working to find new formats for bringing joy to our community in this current environment while reimagining Glossier retail for the future so that we can reopen with renewed creativity, energy, and scale when it is safe to do so,” Weiss said in a statement to her staff.