Quickly you’ll have fewer alternatives to purchase Glossier merchandise from one in every of its bodily storefronts. The sweetness model is closing 9 of its 12 shops over the subsequent two and a half years as a part of a brand new strategic overhaul. Solely three shops will stay—the flagship places in New York, Los Angeles, and London.
This downsizing is being carried out by Colin Walsh, Glossier’s new chief government, who joined the wonder firm in October 2025. The announcement of this plan happens after Walsh has already laid off round one-third of Glossier’s complete workforce and canceled previously planned product launches.
Walsh is trying to restore the model to its glory days, beginning with a clear slate. He informed The Enterprise of Vogue that the closures are necessary with the intention to deal with a “true expression of the place this model has been and the place it must go.”
Extra highlight can be shone on the model’s hero merchandise, as seen with its Glossier You perfume and “You Smell Good” marketing campaign that launched final month, a Glossier spokesperson informed Quick Firm.
Based by Emily Weiss in 2014, Glossier started on-line with a direct-to-consumer (DTC) mannequin, and later opened its first physical showroom in 2016. The model turned an enormous hit with millennial customers at a time when on-line retail was exploding.
Weiss stepped down as CEO in 2022 after a period of turbulence on the firm through the COVID period.
DTC native manufacturers are retreating from bodily shops
Glossier’s deliberate retailer closures comply with a pattern of DTC natives retreating from bodily retail. Footwear maker Allbirds closed almost all of its U.S. stores in February, and bedding model Parachute closed 19 of its 26 retail places final yr.
Glossier’s New York flagship retailer performs a vital position in defining the brand. Within the retailer, embellished all pink with workers donning pink jumpsuits, clients can store and take a look at any of the merchandise laid out. When an merchandise is purchased, it arrives in a Glossier-branded pink bag.
“You’ll be able to anticipate extra shocking programming and progressive experiential moments in our flagship shops which are all the time rooted in our community-driven storytelling, which is on the core of our model,” a Glossier spokesperson informed Quick Firm.
Glossier additionally revealed on Thursday that Nicole Solorzano will join the brand as the brand new chief marketing officer on April 6. Walsh labored alongside Solorzano for 5 years on the haircare firm Ouai, the place he beforehand served as CEO. Her appointment is Walsh’s first C-suite hire since he joined Glossier.
