Outdoor Voices, the popular athletic apparel company known for its chic athleisure wear and Instagrammable aesthetics, is making a major shift in its business model. According to four employees at different stores who spoke on the condition of anonymity, the company is closing all of its retail locations on Sunday and transitioning to an exclusively online business.
In an internal Slack message reviewed by The New York Times, employees were informed that Outdoor Voices is embarking on a new chapter with a focus on online sales. Products in stores will be discounted by 50 percent as part of the transition.
The news of the store closures came as a surprise to many employees, with two of them noting that they were not offered severance packages. Outdoor Voices, which currently has 16 retail locations listed on its website, has not yet responded to requests for comment.
Founded in 2014 by Ty Haney, Outdoor Voices quickly gained popularity for its muted tones and trendy designs, attracting a loyal following of customers who embraced the brand’s #DoingThings mantra. However, behind the facade of success, the company faced challenges, including a significant drop in valuation from $110 million in 2018 to $40 million in 2020.
Despite its struggles, Outdoor Voices remained a beloved brand among its customers, many of whom saw it as more than just a place to shop for activewear. The company’s closure of its physical stores marks the end of an era for the brand, leaving many fans disappointed and uncertain about the future.
As the athleisure market continues to evolve, it remains to be seen how Outdoor Voices will fare in its new online-only format. For now, customers can take advantage of the discounted products in stores before they close their doors for good on Sunday.
