Disney plans to “significantly” reduce the global footprint of Disney Store as it focuses more on e-commerce.
The entertainment giant, which operates about 300 stores around the globe, will close at least 60 Disney Stores in North America this year as the “beginning” of a downsizing effort. Disney said it will remain flexible and continue to evolve its retail strategy “to best meet the needs of consumers when and where they want.”
Disney’s mall Stores in the U.S have struggled in recent years, and have been through various redesigns to mixed results. Notably, the closings will not affect the more than 600 stores in Disney Parks, in-store shops in stores such as Target and lifestyle and outlet locations.
“Over the past few years, we’ve been focused on meeting consumers where they are already spending their time, such as the expansion of Disney store shop-in-shops around the world,” said Stephanie Young, president of Disney's consumer products, games and publishing. “We now plan to create a more flexible, interconnected ecommerce experience that gives consumers easy access to unique, high-quality products across all our franchises.”
During the next year, Disney said it plans to focus on providing a more seamless, personalized and franchise-focused e-commerce experience through its shopDisney platform which will be complemented by greater integration with Disney Parks apps and social media platforms. It also will increase its product assortment with more adult apparel collections and artistic collaborations, streetwear, premium home products and collectibles.